The Use of Partial Least Squares (PLS) to Address Marketing Management Topics

Journal of Marketing Theory and Practice, Volume 19, Issue 2, pp. 135-138, Spring 2011

4 Pages Posted: 6 Mar 2013

See all articles by Joseph F. Hair

Joseph F. Hair

Kennesaw State University

Christian M. Ringle

Hamburg University of Technology (TUHH)

Marko Sarstedt

Otto-von-Guericke-Universität Magdeburg; University of Newcastle (Australia)

Date Written: March 15, 2011

Abstract

The articles included in this special issue address PLS-SEM path modeling’s strengths and limitations. In our introductory article, we provide an overview of the PLS-SEM path modeling approach directed at colleagues unfamiliar with the approach and who need to understand when PLS-SEM is the most appropriate method to address a particular research question. We then explain how to evaluate the results when PLS-SEM is applied. To facilitate future PLS-SEM applications, we provide rules of thumb on choosing PLS-SEM rather than CB-SEM, model specification, data characteristics, and model evaluation throughout the paper. The rules of thumb will be a convenient single source of guidelines for experienced PLS-SEM path modelers and an excellent overview of important considerations for those with limited knowledge of SEM procedures.

Keywords: partial least squares, PLS, structural equation modeling, SEM, path modeling, marketing

JEL Classification: A00

Suggested Citation

Hair, Joseph F. and Ringle, Christian M. and Sarstedt, Marko, The Use of Partial Least Squares (PLS) to Address Marketing Management Topics (March 15, 2011). Journal of Marketing Theory and Practice, Volume 19, Issue 2, pp. 135-138, Spring 2011, Available at SSRN: https://ssrn.com/abstract=2228902

Joseph F. Hair

Kennesaw State University ( email )

1000 Chastain Rd
Kennesaw, GA 30144
United States

Christian M. Ringle (Contact Author)

Hamburg University of Technology (TUHH) ( email )

Am Schwarzenberg-Campus 4
Hamburg, 21073
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Marko Sarstedt

Otto-von-Guericke-Universität Magdeburg ( email )

Universitätspl. 2
PSF 4120
Magdeburg, D-39106
Germany

University of Newcastle (Australia) ( email )

University Drive
Callaghan, NSW 2308
Australia

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