Empirical model evaluation and hypothesis testing

  • Jennifer Berz


Chapter 5 deals with the empirical model evaluation and the testing of hypotheses. It starts out with the evaluation of the measurement and the structural models, using the PLS algorithm. After the evaluation of the complete model, moderating effects are examined by conducting group comparisons (section 5.4.1) and by investigating interaction effects (5.4.2). After that, selected constructs are further examined by exploratory data analysis (section 5.5).


Social Media Path Coefficient Exploratory Data Analysis Brand Loyalty Brand Relationship 
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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  • Jennifer Berz
    • 1
  1. 1.Prof.f. Medienwirtschaft am Institüt.für.PubizJohannes Gutenberg-Universität MainzMainzGermany

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