Table 5 Comparing path coefficients among Instagram, YouTube, and Facebook.

From: Information seeking and affective relationship building in influencer marketing: the role of social media affordances

Paths

Instagram

(n = 424)

YouTube

(n = 352)

Facebook

(n = 165)

Product visibility → Information seeking

0.18***

0.30***

0.20

Visibility control → Affective relationship

0.16***

0.25***

0.23**

Triggered engagement → Information seeking

0.28***

0.30***

0.35**

Social presence engagement → Information seeking

0.35***

0.15*

0.28***

Social presence engagement → Affective relationship

0.45***

0.27***

0.53***

Synchronous engagement → Affective relationship

0.15**

0.15*

0.03

Information seeking → Purchase intention

0.15*

0.31***

0.23

Affective relationship building → Purchase intention

0.12*

0.12*

0.06

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