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Published in:
2020 | OriginalPaper | Chapter
Empirical Model Validation and Hypotheses Testing
Author : Julia Sinnig
Published in: The Role of Origin of Fame in Influencer Branding
Publisher: Springer Fachmedien Wiesbaden
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In chapter B, the research model was proposed and will be empirically validated in this chapter. An experimental analysis was chosen as a research method. As experimental designs are complex procedures and require extensive attention and consideration both before and during the actual survey phase, the following chapters C 1 and C 2 provide detailed insights regarding the conceptualization of experimental designs in general and the specific experiment in regards to the research model within this work, respectively. In chapter C 3 the results of the experimental study of this work are presented.