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Artificial neural networks and structural equation modelingmarketing and consumer research applications /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Artificial neural networks and structural equation modelingedited by Alhamzah Alnoor, Khaw Khai Wah, Azizul Hassan.
Reminder of title:	marketing and consumer research applications /
other author:	Alnoor, Alhamzah.
Published:	Singapore :Springer Nature Singapore :2022.
Description:	ix, 341 p. :ill. (some color), digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Marketing researchData processing.
Online resource:	https://doi.org/10.1007/978-981-19-6509-8
ISBN:	9789811965098$q(electronic bk.)

Artificial neural networks and structural equation modelingmarketing and consumer research applications /
Artificial neural networks and structural equation modelingmarketing and consumer research applications /[electronic resource] :edited by Alhamzah Alnoor, Khaw Khai Wah, Azizul Hassan. - Singapore :Springer Nature Singapore :2022. - ix, 341 p. :ill. (some color), digital ;24 cm.

Chapter 1. Artificial neural network and structural equation modeling techniques -- Chapter 2. Social commerce determinants -- Chapter 3. Technology acceptance model in social commerce -- Chapter 4. Mobile commerce and social commerce -- Chapter 5. Electronic word of mouth and social commerce.

This book goes into a detailed investigation of adapting artificial neural network (ANN) and structural equation modeling (SEM) techniques in marketing and consumer research. The aim of using a dual-stage SEM and ANN approach is to obtain linear and non-compensated relationships because the ANN method captures non-compensated relationships based on the black box technology of artificial intelligence. Hence, the ANN approach validates the results of the SEM method. In addition, such the novel emerging approach increases the validity of the prediction by determining the importance of the variables. Consequently, the number of studies using SEM-ANN has increased, but the different types of study cases that show customization of different processes in ANNs method combination with SEM are still unknown, and this aspect will be affecting to the generation results. Thus, there is a need for further investigation in marketing and consumer research. This book bridges the significant gap in this research area. The adoption of SEM and ANN techniques in social commerce and consumer research is massive all over the world. Such an expansion has generated more need to learn how to capture linear and non-compensatory relationships in such area. This book would be a valuable reading companion mainly for business and management students in higher academic organizations, professionals, policy-makers, and planners in the field of marketing. This book would also be appreciated by researchers who are keenly interested in social commerce and consumer research.

ISBN: 9789811965098$q(electronic bk.)

Standard No.: 10.1007/978-981-19-6509-8doiSubjects--Topical Terms:

784388
Marketing research
--Data processing.

LC Class. No.: HF5415.2

Dewey Class. No.: 658.83

Artificial neural networks and structural equation modelingmarketing and consumer research applications /
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