Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

Frequency of access to social media Yellow 32 7.19 Daily 279 62.70 Dorjibari 25 5.62 Once in every 5 days 55 12.36 Le Reve 16 3.60 Once in every 10 days 48 10.79 Sailor 15 3.70 Once in every 15 days 38 8.54 Zara Fashion 14 3.15 Once in a month 21 4.72 Others 24 5.39 Others 4 0.90 Participating in brand page Time spent in social media in every visit More than 3 years 08 0.18 Less than 1 hour 238 53.48 More than 2 years 28 6.29 1-2 hours 142 31.91 Less than 1 year 409 91.91 More than 2 hours 65 14.67 Total 445 100% Table II: Constructs Loadings and Reliability Construct Name Outer Loadings Cronbach's Alpha Composite Reliability Average Variance Extracted (AVE) Brand Association (BAs) 0.796 0.860 0.552 BAs1 0.733 BAs2 0.730 BAs3 0.721 BAs4 0.724 BAs5 0.802 Brand Awareness (BAw) 0.697 0.815 0.524 BAw1 0.746 BAw2 0.681 BAw3 0.689 BAw4 0.775 Social Media Based Brand Community Perception (SMBBCP) 0.877 0.908 0.621 SMBBCP1 0.787 SMBBCP2 0.776 SMBBCP3 0.809 SMBBCP4 0.856 SMBBCP5 0.798 SMBBCP6 0.694 Brand Image (BI) 0.683 0.825 0.611 BI1 0.816 BI2 0.763 BI3 0.764 Deleted Item: Baw5 © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 76 from the construct Brand Awareness due to poor loading value. The Cronbach's Alpha (CA) and Composite Reliability (CR) coefficients were all greater than the recommended value of 0.70 (Hair et al., 2019). As a result of this, the criteria for the item and construct reliability have been satisfied, as shown in Table II. b) The Measurement Model The researcher investigated convergent validity using item loadings and Average Variance Extracted (AVE). In this experiment, the AVEs of every measuring construct was more significant than .50, demonstrating acceptable convergent validity (Hair et al., 2019; Henseler et al., 2015). A single item (Baw5) was deleted Impact of Social Media-Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness