0000000000147157
AUTHOR
Jennifer Berz
showing 4 related works from this author
Specifications of model development
2016
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.
Model development (conceptualisation)
2016
Chapter 2 provided the theoretical background for the development of the conceptual model. In this chapter, firstly, the constructs relevant for the model are conceptualised, and secondly, hypotheses regarding the relationships between those constructs are derived from theoretical considerations.
Empirical model evaluation and hypothesis testing
2016
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).
Theoretical foundation in relevant fields of research
2016
This chapter provides the theoretical foundation in relevant fields of research. Due to the fact that part of this study is exploratory and because it combines findings from brand research, media research and social media research, it is necessary to expand on the theoretical foundation of all fields. Chapter 3 will draw upon this theoretical foundation and concretises it when necessary.