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The data was made with path analysis and Maximum Iterations was chosen 1000. An algorithm to handle the missing data was chosen: Casewise Dele- tion. Other setting was not changed for providing factor-model. Figure 1 pro- vides hypothesized model estimation for the full sample. Advertising Value on YouTube indicates that the hypothesized predictors explain 61% of the varia- bility of the dependent variable has been accounted (R2 value –Coefficient of determination). Standardized regression weights (Standardized coefficients) are 0,389; 0,169; 0,272; 0,205. Figure 1- Estimated path coefficients for full sample. At the report generated by PLS program it is possible to check Path Coeffi- cients to analyze generated Algorithm. However, to understand is the connec- tion statistically significant or not it is needed to provide PLS Bootstrapping to indicate t-values. Bootstrapping is a nonparametric procedure that allows 76PDF Image | YouTube as an advertising platform
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