Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS

SmartPLS is one of the prominent software applications for Partial Least Squares Structural Equation Modeling (PLS-SEM). It was developed by Ringle, Wende & Will (2005). The software has gained popularity since its launch in 2005 not only because it is freely available to academics and researchers, but also because it has a friendly user interface and advanced reporting features. Although an extensive number of journal articles have been published on the topic of PLS modeling, the amount of instructional materials available for this software is limited. This paper is written to address this knowledge gap and help beginners to understand how PLS-SEM can be used in marketing research.