The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms

Table 8

Discriminants validity: Fornel–Larcker criterion.

	AB	BI	CBR	CE	CON	DED	DM	FBCC	PP	PA	PI	VG
AB	0.781
BI	0.397	0.760
CBR	0.352	0.196	0.807
CE	0.944	0.404	0.459	0.743
CON	0.079	0.053	−0.061	0.049	0.772
DED	0.812	0.356	0.588	0.905	−0.001	0.789
DM	0.706	0.349	0.622	0.800	0.215	0.840	0.443
FBCC	0.111	0.023	−0.023	0.085	0.742	0.066	0.298	0.739
PP	0.707	0.342	0.300	0.784	−0.002	0.780	0.887	0.060	0.766
PA	0.123	0.174	0.092	0.122	0.056	0.098	0.108	0.063	0.066	0.822
PI	0.457	0.715	0.265	0.450	0.005	0.403	0.402	−0.002	0.390	0.203	0.756
VG	0.808	0.360	0.344	0.920	0.053	0.715	0.674	0.058	0.685	0.115	0.382	0.845

PA = product awareness, CBR = consumer brand relationship, FBCC = feedback and customer compliance, PP = personal privacy, CON = convenience, BI = brand image, CE = consumer engagement, AB = absorption, DED = dedication, VG = vigor, DM = digital marketing, PI = purchase intention.