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 |
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Social Media Attitude | 0.222 | 0.036 | 0.159 | 0.300 |
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Completely standardized indirect effect(s) of Social Media Marketing Activities on Content Marketing: | ||||||||||
| Effect | BootSE | BootLLCI | BootULCI |
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Social Media Attitude | 0.209 | 0.034 | 0.152 | 0.284 |
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