Purpose: This paper discusses partial least squares path modeling (PLS), a powerful structural equation modeling technique for research on international marketing. While a significant body of research provides guidance for the use of covariance-based structural equation modeling (CBSEM) in...

Purpose – Research on international marketing usually involves comparing different groups of respondents. When using structural equation modeling (SEM), group comparisons can be misleading unless researchers establish the invariance of their measures. While methods have been proposed to...

Cover -- Editorial advisory board -- Guest editorial -- Mediation analysis in partial least squares path modeling -- Gain more insight from your PLS-SEM results -- Testing moderating effects in PLS path models with composite variables -- A tutorial on the use of PLS path modeling in longitudinal...