The Total Effect of Social Media Marketing Activities on Content Marketing

Effect

Se

t

P

LLCI

ULCI

c_cs

0.866

0.031

28.145

0.000

0.806

0.927

0.817

Direct Effect of Social Media Marketing Activities on Content Marketing

Effect

Se

t

p

LLCI

ULCI

c’_cs

0.644

0.039

16.377

0.000

0.567

0.722

0.608

Indirect effect(s) of Social Media Marketing Activities on Content Marketing:

Effect

BootSE

BootLLCI

BootULCI

Social Media Attitude

0.222

0.036

0.159

0.300

Completely standardized indirect effect(s) of Social Media Marketing Activities on Content Marketing:

Effect

BootSE

BootLLCI

BootULCI

Social Media Attitude

0.209

0.034

0.152

0.284