Construct

Indicator

Standard loading

Cronbach’s α

AVE

CR

Opinion leaders’ interaction quality (IQ)

IQ1

0.837

0.928

0.765

0.929

IQ2

0.871

IQ3

0.934

IQ4

0.853

Immersion

(IM)

IM1

0.678

0.762

0.507

0.753

IM2

0.638

IM3

0.809

Passion

(PA)

PA1

0.828

0.833

0.643

0.844

PA2

0.734

PA3

0.840

Vitality

(VI)

VI1

0.648

0.846

0.706

0.875

VI2

0.929

VI3

0.913

Brand emotional value

(BE)

BE1

0.750

0.77

0.521

0.764

BE2

0.652

BE3

0.758

Brand functional value

(BF)

BF1

0.780

0.724

0.504

0.752

BF2

0.640

BF3

0.704

Brand social value

(BS)

BS1

0.748

0.749

0.507

0.755

BS2

0.698

BS3

0.688

Prosumers capability

(PC)

PC1

0.789

0.781

0.712

0.925

PC2

0.848

PC3

0.854

PC4

0.874

PC5

0.851