“PLS-SEM: indeed a silver bullet” – retrospective observations and recent advances

2022/04/12 by Marko Sarstedt, Joseph F. Hair, Christian M. Ringle · 2 citations
Business, Management and Accounting · Social Sciences · #Customer Service Quality and Loyalty #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media

paper · doi:10.1080/10696679.2022.2056488

openalex publication_date 2022/04/12 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/27

Abstract

In 2011, the Journal of Marketing Theory & Practice published “PLS-SEM: Indeed a silver bullet,” which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one’s own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with today’s background knowledge of the method. Taking a reviewer’s perspective in our comments, we clarify several ambiguities in our initial overview presentation and offer updates of – from today’s perspective– outdated descriptions that led to some criticisms in recent years which have since been overcome.

Cited by

• The mediating role of knowledge management processes in the effective use of artificial intelligence in manufacturing firms
• PLS-SEM’s most wanted guidance

Related

• Why researchers should be cautious about using PLS-SEM
• Improving PLS-SEM use for business marketing research
• Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)
• A critical look at the use of SEM in international business research
• Rethinking some of the rethinking of partial least squares