Mastering Partial Least Squares Structural Equation Modeling (Pls-Sem) with Smartpls in 38 Hours – by Ken Kwong-Kay Wong (2019)
Partial least squares is a new approach in structural equation modeling that can pay dividends when theory is scarce, correct model specifications are uncertain, and predictive accuracy is paramount. Marketers can use PLS to build models that measure latent variables such as socioeconomic status, perceived quality, satisfaction, brand attitude, buying intention, and customer loyalty.