Endogeneity in empirical marketing research is an increasingly discussed topic in academic
research. Mentions of endogeneity and related procedures to correct for it have risen 5x …

For the last decade, scholars have employed partial least squares structural equation
modeling (PLS-SEM) extensively in business research. However, when applying PLS-SEM …

Purpose This study aims to examine the role of an overall model fit assessment in the
context of partial least squares path modeling (PLS-PM). In doing so, it will explain when it is …

Purpose Partial least squares structural equation modeling (PLS-SEM) is an important
statistical technique in the toolbox of methods that researchers in marketing and other social …

Consumers increasingly use social media brand communities to gather information about
brands and to inform their purchase decisions. Building on uses and gratifications theory …

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 …

The authors provide a critical examination of marketing analytics methods by tracing their
historical development, examining their applications to structured and unstructured data …

The marketing literature uses regression models based on observational data for causal
inferences. Endogeneity issues are a threat to inferring causal effects. Endogeneity—the …

Under the main theme “prediction-oriented modeling in business research by means of
partial least squares path modeling”(PLS), the special issue presents 17 papers. Most …

On-demand streaming services that rely on subscription fees or advertising as a revenue
source (eg, Spotify) are a topic of ongoing controversial debate in the music industry …