Decoding the Luxury Brand Attachment: The Power of Social Media in Driving Consumer Action in Kuwait

Table 5

Structural model fit results.

Hypothesis	Path	()	CR (-value)	value	Results
Hypothesis 1	LBA → PI	-0.5	-0.631	0.528^n.s.	Rejected
Hypothesis 2	LBA → MOT	0.74	8.589		Accepted
Hypothesis 3	MOT → PI	0.47	4.171		Accepted
Hypothesis 4	MOT → WOM	0.58	5.308		Accepted
Hypothesis 5	MOT → SMU	0.57	5.204		Accepted
Hypothesis 6	LBA → SMU	-0.07	-0.682	0.495^n.s.	Rejected
Hypothesis 7	SMU → WOM	0.20	3.198	0.001	Accepted
Hypothesis 8	SMU → PI	-0.10	-1.780	0.075^n.s.	Rejected
Hypothesis 9	LBA → WOM	0.05	0.559	0.576^n.s.	Rejected
Hypothesis 10	WOM → PI	0.56	6.166		Accepted

Note: LBA = luxury brand attachment; PI = purchase intention; SMU = social media usage; MOT = motivation; WOM = word-of-mouth; CR = composite reliability; n.s. = nonsignificant. The accepted level of statistical significance is values at .