A primer on partial least squares structural equation modeling (PLS-SEM)

The third edition of A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) guides readers through learning and mastering the techniques of this approach in clear language. Authors Joseph H. Hair, Jr., G. Tomas M. Hult, Christian Ringle, and Marko Sarstedt use their years of conducting and teaching research to communicate the fundamentals of PLS-SEM in straightforward language to explain the details of this method, with limited emphasis on equations and symbols. A running case study on corporate reputation follows the different steps in this technique so readers can better understand the research applications. Learning objectives, review and critical thinking questions, and key terms help…