{"doi":"10.2753/mtp1069-6679190202","title":"PLS-SEM: Indeed a Silver Bullet","abstract":"Structural equation modeling (SEM) has become a quasi-standard in marketing and management research when it comes to analyzing the cause-effect relations between latent constructs. For most researchers, SEM is equivalent to carrying out covariance-based SEM (CB-SEM). While marketing researchers have a basic understanding of CB-SEM, most of them are only barely familiar with the other useful approach to SEM-partial least squares SEM (PLS-SEM). The current paper reviews PLS-SEM and its algorithm, and provides an overview of when it can be most appropriately applied, indicating its potential and limitations for future research. The authors conclude that PLS-SEM path modeling, if appropriately applied, is indeed a \"silver bullet\" for estimating causal models in many theoretical models and empirical data situations.","journal":"Journal of Marketing Theory and Practice","year":2011,"id":9275,"datarank":12.264548176191262,"base_score":9.92983732785891,"endowment":9.92983732785891,"self_citation_contribution":1.4894755991788369,"citation_network_contribution":10.775072577012425,"self_endowment_contribution":1.4894755991788369,"citer_contribution":10.775072577012425,"corpus_percentile":96.4,"corpus_rank":384,"citation_count":20533,"citer_count":163,"citers_with_citation_signal":163,"citers_with_endowment":163,"datacite_reuse_total":0,"is_dataset":false,"is_oa":false,"file_count":0,"downloads":0,"has_version_chain":false,"published_date":"2011-04-01","authors":[{"id":73791,"name":"Christian M. Ringle","orcid":"0000-0002-7027-8804","position":1,"is_corresponding":false},{"id":11821,"name":"Marko Sarstedt","orcid":"0000-0002-5424-4268","position":2,"is_corresponding":false},{"id":11820,"name":"Joe F. Hair Jr","orcid":null,"position":0,"is_corresponding":true}],"reference_count":70,"raw_metadata":{"citation_network_status":"fetched"},"created_at":"2026-03-01T18:20:47.508186Z","pmid":null,"pmcid":null,"fwci":null,"citation_percentile":null,"influential_citations":0,"oa_status":null,"license":null,"views":0,"total_file_size_bytes":0,"version_count":0,"clinical_trials":[],"software_tools":[],"db_accessions":[],"linked_datasets":[],"topics":[]}