Table 7. Explained variance (
R
2
)
Construct
R
2
Adjusted
R
2
IMC
0.423
0.421
Campaign effectiveness
0.390
0.389
Brand performance
0.506
0.503
Financial performance
0.285
0.279
Note. R
2
-value 0.75 = substantial, 0.50 = moderate and ≤ 0.25 = weak (
Hair et al., 2017
).