Online brand community and consumer brand trust: Analysis from Czech millennials

Figures & data

Figure 1. The conceptual framework for the study

Table 1. Demographic profile of the respondents

Details		Frequency		Percent (%)
Sex	Female Male	343 191		64.3 35.7
Age	18–22 yrs 23–26 yrs Above 27 yrs	239 150 145		44.9 28.0 27.1
Educational level	First degree/undergraduate Master’s/Postgraduate Others	370		69.1
		118 46		22.2 8.7
SM Platforms	Instagram Facebook Twitter Linkedln	245 55 222 12		45.9 10.4 41.5 2.2
Hours spent	Below 1 hour Above 1 hour a day Above 2–5 hours per a day Above 6 hours	420 88 26		78.7 16.4 4.9
Faculties	Mgt & Economics Humanities Applied Informatics Technology Multimedia comm. Logistics & crisis Mgt.	220 78 70 66 54 46		41.20 14.61 13.11 12.36 10.11 8.61
Sample size (n)		534		100

Source: Authors’ field data from Ghana (January to July 2022).

Table 2. Construct reliability and validity, variance inflation factors (VIFs), and factor loadings

Constructs/Indicators	Dijkstra-Henseler’s rho (ρA)	Jöreskog’s rho (ρc	Cronbach’s alpha(α)	The Average Variance Extracted (AVE)	VIF	Factor Loadings
Brand Promise Trust	0.7200	0.8241	0.7137	0.5414
BPT1					1.6986	0.7931
BPT2					1.3010	0.6934
BPT3					1.6245	0.7973
BPT4					1.1884	0.6481
Online Brand Community	0.6057	0.7875	0.5937	05548
OBC1					1.2443	0.7566
OBC2					1.3662	0.8191
OBC3					1.1419	0.6490
Consumer Brand Engagement	0.5703	0.8224	0.5686	0.6984
CBE1					1.1873	0.8231
CBE2					1.1873	0.8481
Peer-to-Peer Interactions	0.7051	0.8294	0.6948	0.6188
PPI1					1.2966	0.7987
PPI2					1.3671	0.7449
PPI3					1.4198	0.8146

Source: Authors’ processing from ADANCO 2.2.1 version

Table 3. Test of discriminant validity—HTMT

1 = Brand Promise Trust (BPT)	0.5414
2 = Online Brand Community (OBC)	0.2075	0.5548
3 = Consumer Brand Engagement (CBE)	0.3589	0.1936	0.6984
4 = Peer to Peer Interactions (PPI)	0.3083	0.3978	0.1735	0.6188

Note: The diagonal (in bold) is the average variance extracted (AVE) Sources: Author’s processing from ADANCO 2.2.1 version.

Figure 2. Estimated model from ADANCO 2.2.1 version.

Table 4. Hypothetical path coefficient

Relationship	Beta (β)	Standard bootstrap results					Empirical remarks
		Mean value	SD error	t-value	Effect size (Cohen’s f^2)	P-value
H1: OBC->BPT	0.4527	0.4553	0.0585	7.7416	0.2217	0.0000	Agreed
H2:OBC-> CBE	0.4399	0.4436	0.0470	9.3587	0.0000	0.0000	Agreed
H3: OBC> PPI	0.6307	0.6322	0.0331	19.0503	0.1227	0.0000	Agreed
H4: CBE->BPT	0.4487	0.4471	0.0364	12.3215	0.2100	0.0000	Agreed
H5: PPI->BPT	0.3270	0.3256	0.0482	6.7767	0.0068	0.0000	Agreed
Independent. variables:	Coefficient of determination (R^2)				Adjusted R^2
CBE	0.1936				0.1920
PPI	0.3978				0.3966
Dependent Variable:
BPT	0.4971				0.4971

Note: OBC = Online Brand Community, CBE = Consumer Brand Engagement, PPI = Peer-to-Peer Interactions, BPT = Brand Promise and Trust