ÂÜÀòÉç¹ÙÍø

INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Revisits

Author: Tulay Girard

---

Greetings Everyone,

We hope you will join the 30^th Association of Marketing Theory and Practice (AMTP) conference meeting during March 23-26, 2022 in Sandestin, FL and take advantage of the greatest PLS-SEM workshop opportunity!  Please email me at tug1@psu.edu with your questions and/or requests.

Sincerely,

Tulay Girard
AMTP Conference Chair

CUTTING-EDGE PLS-SEM WORKSHOP

Dates: March 24,2022 (1PM-5PM) and March 25, 2022 (2PM-5PM)

Presenter: Dr. Joe Hair, University of South Alabama

Co-presenters: Dr. Dana Harrison, East Tennessee State University and Dr. Haya Ajjan, Elon University

Fee: $50 includes the new 3^rd edition of A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 363 pages,Sage College Publishing.

Registration site:

Workshop Overview:

PLS-SEM (partial least squares structural equation modeling) is an emerging approach to structural equation modeling that is increasingly being applied as an alternative to AMOS and LISREL. In the workshop we will introduce you to this analytical method and the simple to apply software to execute your analysis.

Major topics include:

1. Overview of PLS-SEM – when and why the method should be used instead of traditional covariance-based SEM methods.
2. The SmartPLS software and how to analyze measurement and structural models.
3. Confirmatory Composite Analysis (CCA) – the alternative approach to confirming measurement models when using PLS-SEM.
4. Mediation using PLS-SEM is superior to the PROCESS approach.
5. How to examine and assess moderation in structural equation models.
6. How to apply Higher Order Models (HOCs) to reduce multicollinearity and improve understanding of model relationships.
7. The value of in-sample prediction (R²) compared to out-of-sample prediction using hold-out samples.