PLS-SEM use in marketing research
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