Table 4.

2 Descriptive Statistics
Variables N Mean (M)

Customer Brand Relationship 509 4

Brand Loyalty 509 4.26

Ad Credibility 509 4.34
Valid N 509

Table 4.4: Demographical Characteristics of Respondents

Demographics N %
Male 128 25.1
Gender
Female 381 74.9
Less than 20 years 95 18.7
21 – 30 years 356 69.9
Age
31 – 40 years 50 9.8
above 50 years 8 1.6
Bachelors 249 48.9
Master 192 37.7
Qualification
PHD 5 1.0

Others 63 12.4
Single 446 87.6
Marital status:
Married 63 12.4

Less than 30,000 57 11.2

30,000 – 40,000 47 9.2
Family Income
40,000 – 50,000 95 18.7
Above 50,000 310 60.9
Snapchat 41 8.1
Instagram 289 56.8
TikTok 94 18.5
Gaming Application 9 1.8

Commonly used Facebook 57 11.2

applications Other 19 3.7
Less than 1 Hour 20 3.9
1-3 hours 121 23.8

Time spent in 3-5 Hours 141 27.7

front of apps/day More than 5 Hours 227 44.6

Table 4.5 Fitness of Measurement Model

 Category Index Name Acceptance Achieved
Level Index Values
Absolute fit
SRMR ≤ 0.08 0.03
RMSEA ≤ 0.08 0.04
GFI ≥ 0.90 0.86
Incremental fit
AGFI ≥ 0.90 0.84
CFI ≥ 0.90 0.96
Parsimonious fit
Chisq/df ≤ 3.0 1.54

Table 4.7 Composite Reliability and Cronbach’s Alpha

Composite
Variables Cronbach's Alpha (α) Reliability (CR)
Pop_up Ads 0.81 0.94
Customer Brand
0.71 0.94
Relationship
Customer
0.74 0.9
Response
Ad Credibility 0.73 0.84

Table 4.8 SEM Results for Hypotheses Testing

Bootstrap at 95%
Hypotheses β SE UL
POP → CBR 1.05** 0.11 1.59
POP → CR 0.29** 0.04 0.4
CBR → CR 0.43** 0.05 0.54
Mediating effect
of CBR
Direct effect 0.29** 0.04 0.4
Indirect effect 0.45** 0.16 0.76
Moderating effect
of AC
POP 1.05** 0.11 1.59
AC 0.7** 0.09 1.14
POP*AC -0.86 0.02 0.25
 Table 5.1 Summary of the Results
Hypothesis Relationships Results
H1 POP → CBR Accepted
H2 POP → CR Accepted
H3 CBR → CR Accepted

H4 POP → CBR (mediator) → CR Accepted

H5 POPxAC (moderator) →CBR Rejected

Note(s): POP= pop-up ads, CBR= Customer Brand Relationship, CR=

Customer Response. AC= Ad Credibility

Table 4.8 SEM Results for Hypotheses Testing

Bootstrap at 95%
Hypotheses β SE UL
POP → CBR 0.17** 0.04 0.28
POP → CR 0.14** 0.04 0.22
CBR → CR 0.50** 0.05 0.59
Mediating effect
of CBR
Direct effect 0.14** 0.04 0.22
Indirect effect 0.49** 0.04 0.15
Moderating effect
of AC
POP 0.17** 0.04 0.28
AC 0.09** 0.03 0.29
POP*AC 0.18 0.006 0.27
tistics Table 4.1 Skewness and Kurtosis Values

Std. Deviation (SD) Variables Skewness Kurtosis Variables

0.5 pop1 -1.183 .713 CBR7

0.64 pop2 -1.153 .782 CBR8

0.6 pop3 -1.025 .702 CBR9
pop4 -.988 .627 CBR10

pop5 -1.069 1.001 CBR11

pop6 -1.148 .882 BL1

pop7 -1.115 1.071 BL2
pop8 -1.054 .627 BL3
CBR1 -1.154 1.233 BL4
CBR2 -1.173 1.048 AC1
CBR3 -1.049 1.034 AC2
CBR4 .293 -1.054 AC3
CBR5 -1.239 1.730 AC4
CBR6 -1.300 1.724

Table 5.1 Summary of the Results

el Hypothesis Relationships Results
 H1 SL → WI Accepted
H2 SL → WS Accepted
H3 WS → WI Accepted
H4 SL → WS (mediator) → WI Accepted
H5 WSxN (moderator) → WI Accepted

Note(s): SL = Spiritual Leadership, WS = Workplace Spiri

N = Narcissism, P = Psychopathy, M = Machiavellainism

Table 4.6 Convergent Validity

Variables POP CBR CR AC

Average Variance 0.5 0.7 0.62 0.6

Extracted (AVE)

sting
Bootstrap at 95%
LL
0.33
0.18
0.31

0.18
0.11

0.33
0.06
-1.66
sting
Bootstrap at 95%
LL
0.07
0.06 0.14** 0.04 0.22
0.39 0.50** 0.05 0.59

0.06 0.14** 0.04 0.22

0.03 0.49** 0.04 0.15

0.07 0.17** 0.04 0.28

0.08 0.09** 0.03 0.29
0.08 0.18 0.006 0.27
lues Table 4.3 Correlation Analysis
Skewness Kurtosis Variables 1 2 3 4
1. POP
-1.111 .824 1
-1.139 1.077 2. CBR 0.64** 1
-1.159 1.054 3. BL 0.60** 0.62** 1
-1.255 1.256 4. AC 0.50* 0.52** 0.54** 1
-1.214 1.388 Note(s): **p < 0.01, POP-UP= pop-up ads, CBR= Customer
Brand Relationship, BL= Brand Loyalty. AC= Ad Credibility
-1.189 1.175
-1.259 1.491
-1.313 1.673
-1.263 1.502
-1.423 2.570
-1.455 2.448
-1.420 2.618
-1.412 2.508
0.06
0.39

0.06
0.03

0.07
0.08
0.08