Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research
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Date Uploaded:
28 November 2022
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This paper investigates the several features that PLS-SEM offers to scholars and researchers, especially in the marketing management area. Studies in the marketing management field has been observed to be using mostly the Structural Equation Modelling and a lack of the variance-based approach has been observed. Thus, the several steps have been enumerated and discussed when the use of PLS-SEM is adopted so as to further encourage researchers to exploit the several dimensions of the PLS-SEM. The differences between covariance-based and variance-based methodology has been elaborated. The paper demonstrates the various benefits of using PLS-SEM, especially when dealing with small sample size, formative constructs and complex frameworks. PLS-SEM also contributes towards theory development and allows the researchers a degree of freedom to better explicate relationships amongst variables. The handling of first and second-order factors, testing the framework through the measurement and structural model has also been discussed. The use of the mediation analysis and the Importance-Performance Map Analysis has also been explained.
