Nuacht

IEEE

Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It

Abstract: Problem: Partial least squares (PLS), a form of structural equation modeling (SEM), can provide much value for causal inquiry in communication-related and behavioral research fields. Despite ...
JSTOR Daily

Addressing Endogeneity in International Marketing Applications of Partial Least Squares Structural Equation Modeling

Partial least squares structural equation modeling (PLS-SEM) has become a key method in international marketing research. Users of PLS-SEM have, however, largely overlooked the issue of endogeneity, ...