Kennesaw State University

PLS-SEM: Indeed a Silver Bullet

Structural equation modeling (SEM) has become a quasi-standard in marketing and management research when it comes to analyzing the cause-effect relations between latent construc...

Partial least squares structural equation modeling (PLS-SEM)

Purpose – The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and prov...

An assessment of the use of partial least squares structural equation modeling in marketing research

Publishing Research in Marketing Journals Using Structural Equation Modeling

This paper takes an objective look at how papers using structural equation models are received in the review process of academic marketing research journals. The focus is examin...