Marketing Mix Modeling Using PLS-SEM, Bootstrapping the Model Coefficients
Partial least squares structural equations modeling (PLS-SEM) uses sampling bootstrapping to calculate the significance of the model parameter estimates (e.g., path coefficients and outer loadings). However, when data are time series, as in marketing mix modeling, sampling bootstrapping shows incons...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-08-01
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| Series: | Mathematics |
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| Online Access: | https://www.mdpi.com/2227-7390/9/15/1832 |