Variables

Items

Factor Loading

Cronbach’s ⍺

Composite Reliability

AVE

Social media

SM1

0.926

0.899

0.931

0.813

SM2

0.821

SM3

0.798

SM4

0.912

SM5

0.861

SM6

0.843

SM7

0.823

SM8

0.781

SM9

0.922

Cost effectiveness

CE1

0.781

0.871

0.904

0.702

CE2

0.911

CE3

0.853

CE4

0.842

Customer satisfaction

CS1

0.917

0.887

0.923

0.751

CS2

0.824

CS3

0.798

CS4

0.861

CS5

0.813

CS6

0.772

CS7

0.874

CS8

0.874

Market performance

MP1

0.923

0.901

0.827

0.628

MP2

0.843

MP3

0.784

MP4

0.881

MP5

0.792

Innovation and branding

I1

0.854

0.784

0.935

0.856

I2

0.873

I3

0.861

I4

0.789

B1

0.815

B2

0.857

B3

0.868

B4

0.759

B5

0.895

SMEs performance

SMEs1

0.931

0.927

0.865

0.712

SMEs2

0.781

SMEs3

0.853

SMEs4

0.876

SMEs5

0.824

SMEs6

0.813