
	Dependent variable:

	`Credibility (K2)`

`Message K1`	1.018^***
	(0.133)

Constant	-0.252
	(0.170)


Observations	142
R²	0.295
Adjusted R²	0.290
Residual Std. Error	0.350 (df = 140)
F Statistic	58.544^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Content usefulness (K3)`

`Message K1`	0.801^***
	(0.082)

Constant	0.336^***
	(0.105)


Observations	142
R²	0.403
Adjusted R²	0.399
Residual Std. Error	0.217 (df = 140)
F Statistic	94.570^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Perceived enjoyment (K6)`

`Message K1`	0.989^***
	(0.182)

Constant	-0.408^*
	(0.233)


Observations	142
R²	0.174
Adjusted R²	0.168
Residual Std. Error	0.480 (df = 140)
F Statistic	29.417^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Product attitude (K4)`

`Credibility (K2)`	0.425^***
	(0.054)

Constant	0.852^***
	(0.059)


Observations	142
R²	0.310
Adjusted R²	0.305
Residual Std. Error	0.265 (df = 140)
F Statistic	62.914^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Product attitude (K4)`

`Content usefulness (K3)`	0.903^***
	(0.058)

Constant	0.077
	(0.080)


Observations	142
R²	0.633
Adjusted R²	0.631
Residual Std. Error	0.193 (df = 140)
F Statistic	241.719^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Product attitude (K4)`

`Perceived enjoyment (K6)`	0.337^***
	(0.042)

Constant	1.007^***
	(0.042)


Observations	142
R²	0.312
Adjusted R²	0.308
Residual Std. Error	0.264 (df = 140)
F Statistic	63.618^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Intention to buy (K5)`

`Product attitude (K4)`	1.018^***
	(0.105)

Constant	-0.429^***
	(0.139)


Observations	142
R²	0.404
Adjusted R²	0.400
Residual Std. Error	0.394 (df = 140)
F Statistic	94.860^*** (df = 1; 140)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Credibility (K2)`

Social	0.062
	(0.633)

`Message K1`	0.994^**
	(0.470)

Social:`Message K1`	0.040
	(0.490)

Constant	-0.311
	(0.608)


Observations	142
R²	0.307
Adjusted R²	0.292
Residual Std. Error	0.350 (df = 138)
F Statistic	20.363^*** (df = 3; 138)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Content usefulness (K3)`

Social	-0.466
	(0.393)

`Message K1`	0.460
	(0.292)

Social:`Message K1`	0.372
	(0.305)

Constant	0.766^**
	(0.378)


Observations	142
R²	0.410
Adjusted R²	0.397
Residual Std. Error	0.217 (df = 138)
F Statistic	31.934^*** (df = 3; 138)

Note:	^p<0.1; ^p<0.05; ^**p<0.01


	Dependent variable:

	`Perceived enjoyment (K6)`

Social	0.284
	(0.874)

`Message K1`	1.166^*
	(0.650)

Social:`Message K1`	-0.187
	(0.678)

Constant	-0.672
	(0.840)


Observations	142
R²	0.175
Adjusted R²	0.157
Residual Std. Error	0.483 (df = 138)
F Statistic	9.776^*** (df = 3; 138)

Note:	^p<0.1; ^p<0.05; ^**p<0.01