Variables

Mean

SD

x²

GIF

AGIF

RMSEA

Cronbach’s ⍺

Social media

4.236

0.627

20.1

0.90

0.86

0.000

0.899

Cost effectiveness

4.124

0.643

19.2

0.91

0.88

0.001

0.871

Customer satisfaction

4.011

0.678

18.6

0.95

0.81

0.004

0.887

Market performance

4.142

0.653

20.1

0.92

0.87

0.001

0.901

Innovation and branding

3.997

0.756

17.8

0.94

0.80

0.000

0.784

SMEs performance

4.312

0.618

21.3

0.93

0.89

0.000

0.927