From information experiences to consumer engagement on brand’s social media accounts

Park, Jee-Sun; Ha, Sejin

doi:10.1186/s40691-021-00246-9

Fashion and Textiles

International Journal of Interdisciplinary Research

Table 2 Measurement model assessment results

From: From information experiences to consumer engagement on brand’s social media accounts

Variables	Factor loading	Cronbach’s α	Construct reliability
Usefulness (Interacting with information, such as postings, in this brand page was…)
Ineffective–effective	0.85	0.90	0.90
Unhelpful–helpful	0.88
Impractical–practical	0.75
Useless–useful	0.83
Enjoyment (While I was interacting with information, such as postings and comments, in this brand page…)
I had fun	0.79	0.88	0.88
It provided me with a lot of enjoyment	0.89
I enjoyed the process of the information interaction	0.86
Positive emotion (My feelings during the interaction with information in this brand page was close to…)
Bad–good	0.75	0.86	0.86
Sad–happy	0.81
Positive–negative (reversed)	0.71
Unpleasant–pleasant	0.84
Satisfaction (While I was interacting with information, such as postings and comments, in this brand page…)
The overall experience with this brand page was delighted	0.75	0.79	0.79
Overall, I am very satisfied with this brand page	0.86
Cognitive engagement (While I was interacting with information, such as postings and comments, in this brand page…)
I was deeply engrossed	0.78	0.89	0.89
I concentrated fully on what I was doing	0.89
I was totally absorbed in what I was doing	0.88
Elaboration (While I was interacting with information, such as postings and comments, in this brand page…)
I thought about what actions I myself might take based on some posts on this brand page	0.72	0.87	0.87
I found myself making connections between the contents (posts) and what I’ve read or heard about elsewhere	0.75
I thought about how what I had read/saw on this brand page related to other things I know	0.67
I tried to think of the practical applications of what I read/saw from the posts in the brand page	0.78
I tried to relate the ideas in the stories (of the posts) to my own life	0.84
Engagement intention
I intend to stay on as a friend/follower (customer member) in this SNS site	0.75	0.91	0.90
I will recommend this SNS site to others	0.83
If friends or relatives who has the same interest ask for advice, I would recommend this SNS site	0.84
I want to help other customers/members/friends in this SNS with their questions	0.79
I want to help the brand to improve its service	0.76
Curiosity
Interacting with the information interaction excited my curiosity	0.75	0.83	0.82
Interacting with the information made me curious	0.82

Stem question in parentheses

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