Surveying the Impact of Authentic and Pragmatic Marketing by Paradigm Shift on Brand Authenticity: A Case Study of Selected Islamic Azad Universities (Anzali, Tehran Markaz, and Tonekabon)

Table 8

Partial least squares analysis results for second-order research hypotheses.

Number of hypothesis	Hypotheses	Path coefficient	Significance value	Test result
H6	The authentic marketing paradigm has an impact on the ontological change	−0.12	2.48	Accepted
H7	Building social platforms has an impact on ontological change	0.10	1.76	Rejected
H8	The original marketing mix has an impact on the ontological change	0.02	0.27	Rejected
H9	Authentic values has an effect on epistemological change	0.06	0.80	Rejected
H10	Pragmatism has an effect on the epistemological change	−0.13	2.07	Accepted
H11	Problem-centeredness has an effect on epistemological change	0.25	3.73	Accepted
H12	The evolutionary product has an impact on epistemological change	0.16	2.43	Accepted
H13	The process of strategic formulation of pragmatic marketing has an impact on epistemological change	0.06	0.68	Rejected
H14	The original marketing paradigm has an impact on ontology change	0.10	2.48	Accepted
H15	Building social platforms has an impact on ontological change	0.06	1.72	Rejected
H16	The authentic marketing mix has an impact on ontological change	0.01	0.14	Rejected
H17	Authentic values have an impact on ontological change	0.02	0.36	Rejected
H18	Pragmatism has an effect on ontological change	−0.07	1.52	Rejected
H19	Problem-centeredness has an effect on ontological change	0.13	2.37	Accepted
H20	The evolutionary product has an effect on ontological change	0.19	3.40	Accepted
H21	The process of strategic formulation of pragmatic marketing has an effect on ontological change	0.41	5.77	Accepted
H22	The original marketing paradigm has an impact on consumer growth	−0.14	3.51	Accepted
H23	Building social platforms has an impact on consumer growth	0.07	1.61	Rejected
H24	Authentic marketing mix has an impact on consumer growth	0.18	2.87	Accepted
H25	Authentic values have an effect on consumer growth	−0.03	0.59	Rejected
H26	Pragmatism has an impact on consumer growth	0.16	3.22	Accepted
H27	Problem-centeredness has an impact on consumer growth	0.12	2.19	Accepted
H28	The evolutionary product has an impact on consumer growth	0.08	1.76	Rejected
H29	The process of strategic formulation of pragmatic marketing has an impact on consumer growth	0.27	4.22	Accepted
H30	The authentic marketing paradigm has an effect on out-of-structure changes	−0.10	2.75	Accepted
H31	Building social platforms has an effect on out-of-structure changes	0.04	0.81	Rejected
H32	Authentic marketing mix has an effect on out-of-structure changes	0.05	0.89	Rejected
H33	Authentic values has an effect on out-of-structure changes	0.13	2.15	Accepted
H34	Pragmatism has an effect on out-of-structure changes	0.05	1.00	Rejected
H35	Problem-centeredness has an effect on out-of-structure changes	0.14	2.56	Accepted
H36	Evolutionary product has an effect on out-of-structure changes	0.09	1.98	Accepted
H37	The process of strategic formulation of pragmatic marketing has an effect on out-of-structure changes	0.38	6.14	Accepted
H38	Epistemological change has an effect on the authentic brand	−0.02	0.86	Rejected
H39	Ontology change has an effect on the authentic brand	−0.02	0.56	Rejected
H40	Consumer growth has an effect on the authentic brand	0.39	9.47	Accepted
H41	Out-of-structure changes have an effect on the authentic brand	0.49	11.58	Accepted