A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)

Joseph F. Hair, Jr.is Professor of Marketing, PhD Director, and the Cleverdon Chair of Business in the Mitchell College of Business, University of South Alabama, USA. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Ourso College of Business Administration, Louisiana State University. He has authored over 95 books, including Multivariate Data Analysis (8th edition, 2019) (cited 170,000+ times), MKTG (13th edition, 2019), Essentials of Business Research Methods, 5th edition, 2023), and Essentials of Marketing Research (6th edition, 2023). Dr. Hair is the most highly cited scholar in PLS-SEM and marketing, with 340,000+ citations (Google Scholar, 2023). He also has published numerous articles in scholarly journals and was recognized as the Academy of Marketing Science Marketing Educator of the year. A popular guest speaker, Professor Hair often presents seminars on research techniques, multivariate data analysis, and marketing issues for organizations in Europe, Australia, China, India, and South America.

In order to facilitate learning, a single case study has been used throughout the book.

Chapter 1: An Introduction to Structural Equation Modeling What Is Structural Equation Modeling? Considerations in Using Structural Equation Modeling Structural Equation Modeling With Partial Least Squares Path Modeling PLS-SEM, CB-SEM, and Regressions Based on Sum Scores Organization of Remaining ChaptersChapter 2: Specifying the Path Model and Examining Data Stage 1: Specifying the Structural Model Stage 2: Specifying the Measurement Models Stage 3: Data Collection and Examination Case Study Illustration: Specifying the PLS-SEM Model Path Model Creation Using the SmartPLS SoftwareChapter 3: Path Model Estimation Stage 4: Model Estimation and the PLS-SEM Algorithm Case Study Illustration: PLS Path Model Estimation (Stage 4)Chapter 4: Assessing PLS-SEM Results Part I: Evaluation of Reflective Measurement Models Overview of Stage 5: Evaluation of Measurement Models Stage 5a: Assessing Results of Reflective Measurement Models Case Study Illustration-Reflective Measurement Models Running the PLS-SEM Algorithm Reflective Measurement Model EvaluationChapter 5: Assessing PLS-SEM Results Part II: Evaluation of the Formative Measurement Models Stage 5b: Assessing Results of Formative Measurement Models Bootstrapping Procedure Bootstrap Confidence Intervals Case Study Illustration-Evaluation of Formative Measurement ModelsChapter 6: Assessing PLS-SEM Results Part III: Evaluation of the Structural Model Stage 6: Assessing PLS-SEM Structural Model Results Case Study Illustration-How Are PLS-SEM Structural Model Results Reported?Chapter 7: Mediator and Moderator Analysis Mediation ModerationChapter 8: Outlook on Advanced Methods Importance-Performance Map Analysis Hierarchical Component Models Confirmatory Tetrad Analysis Dealing With Observed and Unobserved Heterogeneity Consistent Partial Least Squares