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the total video rating question based on main topics has a high MV and it is equal 3.89 and SD is 0.82. CV=0, 21. 4.5 PLS Algorithm The hypothesized model was tested using the Partial Least Squares (PLS) method of structural equation modeling, which is suitable for exploratory re- search and is not subject to the normality assumption of covariance-based SEM. Estimation was carried out using SmartPLS version 3.0. Traditional com- mon factor-based SEM seeks to explain the covariance matrix, including co- variance among the indicators. (G. David Garson, 2016). Partial least spare is simplest form of regression model which analyses the relationship between dependent variable Y and set of predictor variables X’s. The multiple liner re- gression model has been used in a number of ways as well as for previous researchers of Advertising Value model implementation (see 3.1Research ap- proach -1.12 previous applications of advertising value model). That is why, this method has been chosen to understand and test interconnection (correla- tion) between four hypothesizes. The consistent PLS (PLSc) algorithm performs a correction of reflective con- structs’ correlation to make result consistent with a factor- model. It is needed to be done to find Coefficient of determination, t-values. R2 value –Coefficient of determination is the fraction of the dispersion of a random variable of the dependent variable, explained by the considered dependence model, that is, the explanatory variables. More precisely, this is a unit minus the fraction of unexplained variance. 75 variable from x factor. where _Variance of the dependentPDF Image | YouTube as an advertising platform
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