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Published in 2019 at "European Journal of Marketing"
DOI: 10.1108/ejm-02-2019-0189
Abstract: Purpose Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the…
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Keywords:
pls sem;
assessment;
plspredict;
sem ... See more keywords