Variables | Items | Factor Loading | Cronbach’s ⍺ | Composite Reliability | AVE |
Social media | SM1 | 0.926 | 0.899 | 0.931 | 0.813 |
SM2 | 0.821 |
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SM3 | 0.798 |
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SM4 | 0.912 |
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SM5 | 0.861 |
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SM6 | 0.843 |
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SM7 | 0.823 |
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SM8 | 0.781 |
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SM9 | 0.922 |
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Cost effectiveness | CE1 | 0.781 | 0.871 | 0.904 | 0.702 |
CE2 | 0.911 |
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CE3 | 0.853 |
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CE4 | 0.842 |
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Customer satisfaction | CS1 | 0.917 | 0.887 | 0.923 | 0.751 |
CS2 | 0.824 |
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CS3 | 0.798 |
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CS4 | 0.861 |
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CS5 | 0.813 |
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CS6 | 0.772 |
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CS7 | 0.874 |
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CS8 | 0.874 |
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Market performance | MP1 | 0.923 | 0.901 | 0.827 | 0.628 |
MP2 | 0.843 |
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MP3 | 0.784 |
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MP4 | 0.881 |
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MP5 | 0.792 |
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Innovation and branding | I1 | 0.854 | 0.784 | 0.935 | 0.856 |
I2 | 0.873 |
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I3 | 0.861 |
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I4 | 0.789 |
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B1 | 0.815 |
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B2 | 0.857 |
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B3 | 0.868 |
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B4 | 0.759 |
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B5 | 0.895 |
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SMEs performance | SMEs1 | 0.931 | 0.927 | 0.865 | 0.712 |
SMEs2 | 0.781 |
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SMEs3 | 0.853 |
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SMEs4 | 0.876 |
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SMEs5 | 0.824 |
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SMEs6 | 0.813 |
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