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

Table 9

Path coefficients and values.

	Path coefficients	t-value	values	VIF	Result
Digital marketing practices ⟶ purchase intention	0.069	0.897	0.357	1.758	Rejected
Digital marketing practices ⟶ consumer engagement	0.008	2.408	>0.001	1.714	Accepted
Consumer engagement ⟶ purchase intention	0.139	2.252	0.025	1.972	Accepted
Digital marketing practices ⟶ brand image	0.351	6.969	>0.001	1.00	Accepted
Brand image ⟶ purchase intention	0.634	19.500	>0.001	1.671	Accepted

Source: calculated from primary data.