I am a new guy to self-study SEM in marketing for preparing Phd application, but I am major in data analytics and didn't learn any MKT knowledge before.
After reading some papers,, based on my know, scholars are likely to use SEM when encountering abstract concepts that are difficult to quantify, and use SEM to explore the relationship and path among these concepts, as well as relationship coefficients. Moreover, the SEM uses observed variables to explain latent variables.
then they quickly use ANN to give a rank to a set of independent variables in a model with multiple x and 1 y. Or, they compare the ANN results to SEM's. My confusions are, 1) how did SEM and ANN work together, are they involve model fusion? and how? these papers don't explain it well. 2) does SEM have to be paired with ANN? can it work with random forest, logistic regression or other machine learning methods? (because the papers I search are all about the combination of SEM and ANN)
Or, can you recommend some materials or courses to me?
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