
	Dependent variable:

	`Credibility (K2)`

`Message K1`	0.211^**
	(0.099)

Constant	0.849^***
	(0.112)


Observations	141
R²	0.032
Adjusted R²	0.025
Residual Std. Error	0.372 (df = 139)
F Statistic	4.575^** (df = 1; 139)

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


	Dependent variable:

	`Content usefulness (K3)`

`Message K1`	0.454^***
	(0.050)

Constant	0.796^***
	(0.057)


Observations	141
R²	0.368
Adjusted R²	0.364
Residual Std. Error	0.190 (df = 139)
F Statistic	81.001^*** (df = 1; 139)

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


	Dependent variable:

	`Perceived enjoyment (K6)`

`Message K1`	-0.197
	(0.142)

Constant	1.039^***
	(0.162)


Observations	141
R²	0.014
Adjusted R²	0.006
Residual Std. Error	0.537 (df = 139)
F Statistic	1.910 (df = 1; 139)

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


	Dependent variable:

	`Product attitude (K4)`

`Credibility (K2)`	0.038
	(0.055)

Constant	1.258^***
	(0.063)


Observations	141
R²	0.003
Adjusted R²	-0.004
Residual Std. Error	0.245 (df = 139)
F Statistic	0.470 (df = 1; 139)

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


	Dependent variable:

	`Product attitude (K4)`

`Content usefulness (K3)`	0.413^***
	(0.079)

Constant	0.765^***
	(0.104)


Observations	141
R²	0.163
Adjusted R²	0.157
Residual Std. Error	0.224 (df = 139)
F Statistic	27.066^*** (df = 1; 139)

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


	Dependent variable:

	`Product attitude (K4)`

`Perceived enjoyment (K6)`	0.148^***
	(0.036)

Constant	1.177^***
	(0.036)


Observations	141
R²	0.107
Adjusted R²	0.100
Residual Std. Error	0.232 (df = 139)
F Statistic	16.582^*** (df = 1; 139)

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


	Dependent variable:

	`Intention to buy (K5)`

`Product attitude (K4)`	1.143^***
	(0.169)

Constant	-0.607^***
	(0.224)


Observations	141
R²	0.247
Adjusted R²	0.242
Residual Std. Error	0.489 (df = 139)
F Statistic	45.621^*** (df = 1; 139)

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


	Dependent variable:

	`Credibility (K2)`

Social	-0.187
	(0.262)

`Message K1`	0.057
	(0.213)

Social:`Message K1`	0.195
	(0.241)

Constant	0.993^***
	(0.228)


Observations	141
R²	0.037
Adjusted R²	0.016
Residual Std. Error	0.374 (df = 137)
F Statistic	1.741 (df = 3; 137)

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


	Dependent variable:

	`Content usefulness (K3)`

Social	0.129
	(0.134)

`Message K1`	0.533^***
	(0.109)

Social:`Message K1`	-0.105
	(0.123)

Constant	0.700^***
	(0.116)


Observations	141
R²	0.373
Adjusted R²	0.359
Residual Std. Error	0.191 (df = 137)
F Statistic	27.126^*** (df = 3; 137)

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


	Dependent variable:

	`Perceived enjoyment (K6)`

Social	0.021
	(0.376)

`Message K1`	-0.038
	(0.306)

Social:`Message K1`	-0.174
	(0.346)

Constant	1.005^***
	(0.326)


Observations	141
R²	0.029
Adjusted R²	0.008
Residual Std. Error	0.536 (df = 137)
F Statistic	1.354 (df = 3; 137)

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