Shmueli, Galit; Sarstedt, Marko; Hair, Joseph F.; … - In: European Journal of Marketing 53 (2019) 11, pp. 2322-2347
Purpose: Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the predictive nature...