Table 2. Test Results for H3a, H3b, H3c, H4a, H4b, and H4c
| Variables | Regression results |
| Facebook brand page joining | Facebook brand page recommendation | Campaign likability |
| Control variables |
| CSR knowledge (high/low) | –.048 (–.146) | –.141 (–.450) | .248 (.911) |
| Gender | .427 (1.329) | .129 (.419) | –.121 (–.452) |
| School year (high/low) | –.338 (–.882) | –.046 (–.125) | .070 (.218) |
| Main variables |
| CSR authenticity | .457 (3.356)** | .552 (4.260)** | .543 (4.778)** |
| CSR self-serving | .188 (1.039) | .009 (.051) | .165 (1.810) |
| R2 (adj. R2) | .169 (.131) | .169 (.130) | .314 (.282) |
Note. CSR, corporate social responsibility.
N = 114.
p < .01; t-values are reported in the parentheses, t = 1.96 is a cut off line for p < .05 and t = 2.58 for p < .01.