Does digital influencer endorsement contribute to building consumers’ attitude toward digital advertising during COVID-19 pandemic? mediating role of brand attitude

Figures & data

Figure 1. Research model.

Table 1. Measurement model result

Latent variables	Items	Loading factor	CR	AVE	VIF
ATTITUDE TOWARD DIGITAL ADVERTISING	atdid_1	0.796	0.896	0.684	1,750
	atdid_2	0.762			1,618
	atdid_3	0.862			2,284
	atdid_4	0.881			2,304
ENTERTAINMENT	ent_1	0.774	0.887	0.663	1,757
	ent_2	0.878			2,337
	ent_3	0.785			1,660
	ent_4	0.815			1,804
INFORMATIVENESS	inf_1	0.841	0.903	0.699	1,917
	inf_2	0.790			1,761
	inf_3	0.856			2,209
	inf_4	0.855			2,239
PURCHASE INTENTION OF ADVERTISED PRODUCT	pi_1	0.860	0.926	0.757	2,297
	pi_2	0.864			2,412
	pi_3	0.863			2,363
	pi_4	0.893			2,781
PERSONALIZATION	psn_1	0.861	0.934	0.780	2,442
	psn_2	0.880			2,704
	psn_3	0.898			2,815
	psn_4	0.893			2,866
TRUST IN DIGITAL INFLUENCER	trdi_1	0.835	0.904	0.702	2,116
	trdi_2	0.874			2,808
	trdi_3	0.872			2,621
	trdi_4	0.766			1,470
BRAND ATTITUDE	atdbr_1	0.829	0.929	0.765	1,772
	atdbr_2	0.902			3,775
	atdbr_3	0.884			2,773
	atdbr_4	0.881			3,399

Notes: AVE: average variance extracted, CR: Composite reliability, VIF: variance inflation factor, Atdid: Consumers attitude toward digital advertising, Ent: Entertainment, Inf: Informativeness, Pi: Purchase intention, Psn: Personalization, Trudi: Trust in digital influencer, Atdbr: Brand attitude

Table 2. Discriminant validity result

	Atdid	Atdbr	Ent	Inf	Psn	Pi	Trdi
Atdid	0.827
Atdbr	0.576	0.875
Ent	0.719	0.527	0.814
Inf	0.662	0.511	0.729	0.836
Psn	0.598	0.615	0.604	0.690	0.883
Pi	0.693	0.761	0.600	0.638	0.701	0.870
Trdi	0.461	0.506	0.412	0.447	0.542	0.535	0.838

Notes: Atdid: Consumers attitude toward digital advertising, Ent: Entertainment, Inf: Informativeness, Pi: Purchase intention, Psn: Personalization, Trudi: Trust in digital influencer, Atdbr: Brand attitude

Table 3. Coefficient of the determination result

Variables	R^2
ATTITUDE TOWARD DIGITAL ADVERTISING	0.584
BRAND ATTITUDE	0.332
PURCHASE INTENTION OF ADVERTISED PRODUCT	0.676

Table 4. Structural measurement model result

	Relationship	beta	t-statistic	p-value	Notes
H1	ATTITUDE TOWARD DIGITAL ADVERTISING → PURCHASE INTENTION OF ADVERTISED PRODUCT	0.382	10.920	0.000	accepted
H2	ENTERTAINMENT → ATTITUDE TOWARD DIGITAL ADVERTISING	0.456	8.876	0.000	accepted
H3	INFORMATIVE → ATTITUDE TOWARD DIGITAL ADVERTISING	0.187	3.217	0.001	accepted
H4	PERSONALIZATION → ATTITUDE TOWARD DIGITAL ADVERTISING	0.129	2.524	0.012	accepted
H5	TRUST IN DIGITAL INFLUENCER → ATTITUDE TOWARD DIGITAL ADVERTISING	0.120	3.083	0.002	accepted
H6	ATTITUDE TOWARD DIGITAL ADVERTISING → BRAND ATTITUDE	0.576	18.013	0.000	accepted
H6	BRAND ATTITUDE → PURCHASE INTENTION OF ADVERTISED PRODUCT	0.541	15.188	0.000	accepted

Table 5. Mediating effect model result

Relationship	t-statistic	p-value	Notes
Total Effect
ATTITUDE TOWARD DIGITAL ADVERTISING → PURCHASE INTENTION OF ADVERTISED PRODUCT	26.260	0.000	Accepted
Direct Effect
ATTITUDE TOWARD DIGITAL ADVERTISING → PURCHASE INTENTION OF ADVERTISED PRODUCT	10.920	0.000	Accepted
Specific Indirect Effect
ATTITUDE TOWARD DIGITAL ADVERTISING → PURCHASE INTENTION OF ADVERTISED PRODUCT	12.837	0.000	Accepted