Advanced Marketing

Analytics Using
Partial Least Squares
Structural Equation
Modeling (PLS-SEM)
Special issue call for papers
Submission deadline: April 30, 2023

Guest editors

Ivan Lai, City University of Macau

Yide Liu, Macau University of Science and Technology

Marko Sarstedt, Otto-von-Guericke University Magdeburg and Monash University

Malaysia

Motivation and aims of the special issue

Partial least squares structural equation modeling (PLS-SEM) has gained considerable
attention in marketing (Hair et al. 2012; Lai and Hitchcock 2017) and strategic management
(Hair et al. 2012) research. As a composite-based approach to SEM (Hair et al. 2019),
PLS-SEM aims at maximizing the explained variance of dependent constructs in the path
model (e.g., Hair et al. 2017) and allows researchers to simultaneously estimate
interrelationships involving a variety of constructs and indicators (e.g., Hair et al. 2011). As
such PLS-SEM is perfectly suited for today’s data-driven economy, in which marketers
must quickly make sense of data, and bring new insight into action faster than ever. Various
recent advances of the method support marketers in their efforts to generate insights from
data. For example, with the support of PLS-SEM, marketers are able to conduct
confirmatory tetrad analysis to empirically assess the mode of measurement, apply new
approaches for discriminant validity testing, provide prediction-oriented segmentation
analysis to identify and treat unobserved heterogeneity, and assess measurement
invariance of composite models (e.g., Hair et al. 2018).
The aim of this special issue of Journal of Marketing Analytics is to introduce advanced
PLS-SEM method to a wider audience in an effort to broaden the understanding of data
modeling and analytical process. This special issue embraces both the applications of
PLS-SEM and methodological advances. The special issue is tied to the 2022 International
Conference on Partial Least Squares Structural Equation Modeling (www.pls2022.org) to
be held October 25-28, 2022 in Beijing, China. Outstanding papers presented at this
conference will be invited for submission. However, the guest editors also welcome
submissions of high-quality papers that have not been submitted to or presented at the
conference.

Topics of interest

The guest editors are looking for high-quality papers with an original perspective and
advanced thinking in marketing analytics using PLS-SEM. Supplementing PLS-SEM
applications, the special issue seeks for methodological papers that strongly emphasize
empirical illustrations and the practical relevance of the proposed methods. Topics of
interest of the special issue include, but are not limited to the following:

• Applications and advancements of the original PLS-SEM algorithm,

• Analysis of complex model relationships involving nonlinear effects, multiple
mediation, and/or moderated mediation, higher-order models,
• Importance-performance map analysis,
• Invariance assessment and multi-group analysis,
• Applications and advancements of latent class procedures (e.g., FIMIX-PLS, PLS-
GAS, PLS-POS, PLS-IRRS),
• Common method bias assessment,
• Endogeneity assessment and treatment,
• Longitudinal data analysis,
• Model comparisons,
• Use of PLS-SEM in experimental research,
• Application and development of novel prediction metrics, and
• Application of PLS-SEM with archival (secondary) data.

Deadlines

• Submission due date: April 30, 2023

• First round reviews: June 30, 2023
• Revisions due: August 30, 2023
• Second round reviews: October 15, 2023
• Revisions due: November 30, 2023
• Final editorial decision: December 15, 2023
References

Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. 2017. A Primer on Partial Least
Squares Structural Equation Modeling (PLS-SEM). 2nd Edition. Thousand Oaks: Sage.

Hair, J. F., Ringle, C. M., and Sarstedt, M. 2011. PLS-SEM – Indeed a Silver Bullet. Journal
of Marketing Theory & Practice 19 (2): 139–151.

Hair, J. F., Sarstedt, M., Pieper, T. M., and Ringle, C. M. 2012. The Use of Partial Least
Squares Structural Equation Modeling in Strategic Management Research: A Review of
Past Practices and Recommendations for Future Applications. Long Range Planning 45
(5-6): 320–340.

Hair, J. F., Sarstedt, M., Ringle, C. M., and Gudergan, S. P. 2018. Advanced Issues in
Partial Least Squares Structural Equation Modeling. Thousand Oaks: Sage.

Hair, J. F., Risher, J. J., Sarstedt, M., and Ringle, C. M. 2019. When to Use and How to
Report the Results of PLS-SEM. European Business Review 31(1): 2-24.

Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A. 2012. An Assessment of the Use
of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of
the Academy of Marketing Science 40 (3): 414–433.

Lai, I.K.W. and Hitchcock, M. 2017. Sources of Satisfaction with Luxury Hotels for New,
Repeat, and Frequent Travelers: A PLS Impact-asymmetry Analysis. Tourism
Management 60: 107-129.