Ringle, C.M. (2014).Structural Equation Modeling with the Smart PLS. Brazilian Journal of Marketing, 13(2), 56-73.

  • Nathabhol Khanthachai Kasem bundit University
Keywords: Structural Equation Modeling, partial least squares, Smart PLS

Abstract

This article reviews the article on the application of Smart PLS for structural Equation Modeling (SEM). The reviewed article outlines the advantages of partial least squares (PLS) over the covariance based SEM, namely data do not adhere to a normal multivariate distribution, can accommodate more complex models (reflective and formative latent variables), can handle small sample size, and less consecrated theoretical support. Using data form a marketing research report, it describes and outlines practical criteria for the use of PLS in business administration and marketing

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Published
2020-06-15
Section
Article review