Abstract
Chapter 4 goes into detail with the specifications of the model and model validation. Why Partial Least Squares (PLS), a structural equation modelling approach, is chosen as the method for model testing is explained in section 4.1, while 4.2 describes the survey conducted to collect data for model testing. Section 4.3 goes into detail with the PLS approach, its theoretical background and its application to the research question, before section 4.4 outlines the necessary operationalisation of the constructs introduced in chapter 3.
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© 2016 Springer Fachmedien Wiesbaden
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Berz, J. (2016). Specifications of model development. In: Managing TV Brands with Social Media. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-14294-0_4
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DOI: https://doi.org/10.1007/978-3-658-14294-0_4
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Online ISBN: 978-3-658-14294-0
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