Content quality (CQ) Cronbach’s Alpha = 0.816, CR= 0.871, AVE = 0.574
|
I find the information on this brand page to be valuable. |
0.742 |
Carlson et al. (2018) |
I think this brand page is a helpful resource. |
0.746 |
There is useful information on this brand page. |
0.808 |
The information on this page is effective. |
0.768 |
Zhang et al. (2015) |
This brand page adequately meets my information needs. |
0.722 |
Customer Contact Quality (CCQ) Cronbach’s Alpha = 0.712, CR= 0.822, AVE =0.607
|
It is easier to use this brand page for accessing brand-related information than other channels (e.g. visiting the store, advertising, websites or other social platforms). |
0.715 |
Carlson et al. (2018); O’Cass and Carlson (2012) |
Using this brand page is easier than using other channels to stay up-to-date about the brand. |
0.776 |
This brand page is a better alternative to using other ways for getting information. |
0.842 |
Brand Learning Value (BLV) Cronbach’s Alpha = 0.775, CR= 0.870, AVE =0.690
|
The brand page helps me to obtain solutions to specific brand-related problems that I have. |
0.839 |
Carlson et al. (2018) |
This brand page provides me with information that helps me make important decisions. |
0.854 |
Alnawas and Aburub (2016) |
This brand page helps me better manage my money. |
0.798 |
Hedonic Value (HV) Cronbach’s Alpha =0.853, CR= 0.901, AVE =0.696
|
The brand page is fun. |
0.836 |
Carlson et al., (2018) |
The brand page is exciting. |
0.875 |
The brand page is entertaining. |
0.854 |
Using this brand page improves my mood and makes me happier. |
0.767 |
Alnawas and Aburub (2016) |
Feedback Intention (FI) Cronbach’s Alpha = 0.836, CR=0.890, AVE =0.670
|
When I experience a problem with the brand, I tend to notify the brand page. |
0.753 |
Carlson et al. (2018); Hamilton et al. (2016) |
When I have a useful idea on how to improve the brand, I tend to communicate it on the brand page. |
0.843 |
I am willing to complete a survey/provide feedback on this brand page. |
0.825 |
I tend to provide constructive suggestions to the brand via the brand page on how to improve it. |
0.849 |
Collaboration Intention (CI) Cronbach’s Alpha = 0.841, CR= 0.888, AVE =0.613
|
I tend to share my ideas about the brand with other community users. |
0.772 |
Carlson et al. (2018) |
I tend to help other community users with brand issues. |
0.824 |
I tend to get help from other community users. |
0.825 |
I am willing to support other members on this brand page. |
0.756 |
Fang et al. (2017) |
On this brand page, I can provide information to other users. |
0.733 |
Shi et al. (2016) |
Mobilizing intention (MI) Cronbach’s Alpha = 0.860, CR= 0.899, AVE =0.640
|
I assist other customers if they need my help. |
0.821 |
Roy et al. (2018) |
I give advice to other customers regarding the services of the brand. |
0.809 |
I help other customers if they seem to have problems. |
0.819 |
I am willing to take a stand to protect the reputation of the brand. |
0.775 |
I am willing to clarify other customers’ or outsiders’ misunderstandings regarding the brand. |
0.776 |