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PLS-SEM use in marketing research

New paper published in Psychology & Marketing

31.01.2022

We’re happy to announce the publication of our paper titled “Progress in partial least squares structural equation modeling use in marketing research in the last decade” in Psychology & Marketing.
In our study, we identify a substantial increase in PLS-SEM use in the top-30 marketing journals during the last decade.
Our review 239 articles applying the method shows that marketing researchers have become more aware of the stumbling block of PLS-SEM use, for example, in terms of adopting appropriate model evaluation metrics.
At the same time, we also observe a certain degree of latency in other areas of PLS‐SEM use such as in researchers’ adoption of advanced modeling techniques.

The paper is joint work by Marko Sarstedt (Ludwig-Maximilians-University Munich), Joseph F. Hair (University of South Alabama), Mandy Pick (Otto-von-Guericke University Magdeburg), Benjamin Liengaard (Aarhus University), Lacramioara Radomir (Babeș-Bolyai-University Cluj), and Christian M. Ringle (Hamburg University of Technology) and can be downloaded here (open access): https://onlinelibrary.wiley.com/doi/epdf/10.1002/mar.21640