A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)

• Joseph F. Hair, Jr. is the Cleverdon Chair of Business and Director of the PhD program in Business Administration at the Mitchell College of Business, University of South Alabama. Previously, he held the Copeland Endowed Chair of Entrepreneurship and directed the Entrepreneurship Institute at Louisiana State University. Recognized by Clarivate Analytics from 2018-2024 as among the top 1% of global business and economics professors for his scholarly achievements, Dr. Hair’s citations exceed 550,000. He has authored over 145 book editions, including Multivariate Data Analysis (8th ed., 2019), PLS-SEM Primer (4th ed.), Advanced PLS (2nd ed., 2024), MKTG (14th ed., 2024), Essentials of Business Research Methods (5th ed., 2024), Essentials of Marketing Analytics (2nd ed., 2025), and Essentials of Marketing Research (6th ed., 2026). His forthcoming book, Sales Analytics, is due in 2026. A recipient of the Academy of Marketing Science Marketing Educator of the Year award, Professor Hair frequently presents seminars on research techniques, multivariate data analysis, and marketing issues internationally.

• G. Tomas M. Hult, PhD, is a Professor in the Broad College of Business at Michigan State University and a visiting professor at Uppsala University. He is a member of the Expert Networks of the World Economic Forum and UNCTAD’s World Investment Forum, and an expert for the American Customer Satisfaction Index (ACSI). Dr. Hult was honored as the Academy of Marketing Science/CUTCO-Vector Distinguished Marketing Educator in 2016 and is an elected fellow of the Academy of International Business, recognized as one of the world’s most cited marketing academics. At Michigan State University, he received the Beal Outstanding Faculty Award in 2019 and the John Dunning AIB Service Award for his extensive service to the Academy of International Business. Professor Hult regularly teaches doctoral seminars on multivariate statistics, structural equation modeling, and hierarchical linear modeling. He holds dual citizenship in Sweden and the United States.

• Christian M. Ringle is a Chaired Professor and Director of the Institute of Management and Decision Sciences at the Hamburg University of Technology. He also holds adjunct professorships at James Cook University and the National University of Malaysia, and is a Visiting Guest Researcher at the University of California, Berkeley. His research encompasses management, marketing, technology and innovation, method development, business analytics, machine learning, artificial intelligence, and the application of research methods to decision-making. Dr. Ringle’s work has been published in numerous leading journals and he has been recognized as a Highly Cited Researcher by Clarivate Analytics since 2018. He is a co-developer of the statistical software SmartPLS.

• Marko Sarstedt is a chaired professor of marketing at the Ludwig-Maximilians-University Munich and an adjunct research professor at Babeș-Bolyai University. His primary research interests lie in advancing research methods and psychological measurement to better understand consumer behavior. His publications appear in high-impact journals, and with over 300,000 citations, his research ranks him among the most frequently cited scholars in the social sciences. He has received multiple best paper and citation awards and is a consistent recipient of Clarivate Analytics’ Highly Cited Researchers List. In recognition of his research achievements and contributions to international exchange, he was awarded an honorary doctorate from Babeș-Bolyai University in 2022.

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