Die vorliegende Arbeit untersucht den Umgang der aktuellen Marketing-Forschung mit einfachen Moderationsanalysen in Marketinganwendungen von Partial Least Squares Strukturgleichungsmodellierungen (PLS-SEM). Dabei stellen u.a. verschiedene Ansätze zur Generierung des Interaktionsterms und die...

Purpose Data has become a factor of production. This occurs when history enters the era of big data, in which technologies such as artificial intelligence, cloud computing and blockchain are used to collect, manipulate, mine and process data. Data is a special product of labor, a sub-derivative...

Purpose Data has become a factor of production. This occurs when history enters the era of big data, in which technologies such as artificial intelligence, cloud computing and blockchain are used to collect, manipulate, mine and process data. Data is a special product of labor, a sub-derivative...