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| Online Communities | Pearson Correlation | 1 |
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| Sig. (2-tailed) |
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| N | 402 |
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| Interaction | Pearson Correlation | 0.201** | 1 |
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| Sig. (2-tailed) | 0.000 |
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| N | 402 | 402 |
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| Share of Content | Pearson Correlation | 0.389** | 0.095 | 1 |
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| Sig. (2-tailed) | 0.000 | 0.058 |
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| N | 402 | 402 | 402 |
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| Accessibility | Pearson Correlation | 0.317** | 0.114* | 0.229** | 1 |
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| Sig. (2-tailed) | 0.000 | 0.022 | 0.000 |
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| N | 402 | 402 | 402 | 402 |
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| Credibility | Pearson Correlation | 0.443** | 0.205** | 0.393** | 0.657** | 1 |
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| Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 |
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| N | 402 | 402 | 402 | 402 | 402 |
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| Brand awareness | Pearson Correlation | 0.398** | 0.307** | 0.480** | 0.580** | 0.606** | 1 |
| Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 |
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| N | 402 | 402 | 402 | 402 | 402 | 402 | |