When, Why, and How can we apply Partial Least Squares – Structural Equation Modeling (PLS-SEM) in academic research?

SEM is a statistical approach to analyze a hypothetical framework simultaneously. It allows a researcher to test and develop theories, and to test the relationships between latent variables on the conceptual model. There are two types of SEM; the covariance-based technique (CB-SEM) and the variance-based or partial least squares SEM (PLS-SEM). CB-SEM is confirmatory in nature, whereas PLS-SEM can handle theory development and prediction. The PLS-SEM is a variance-based approach and aims to maximize the explained variance of the dependent latent constructs; whereas the CB-SEM aims to reproduce the theoretical covariance matrix. Therefore the PLS-SEM is preferred when the researcher want to predict the construct and identify relationship between them. In addition, PLS-SEM can handle more complex model including formative, composite and reflective constructs. PLS-SEM has been applied in many studies in marketing, business, strategic management, and social science areas in recent years. Therefore, the objective of this talk is to discuss briefly:

  • For what type of research can we apply PLS-SEM?
  • How to justify the application of PLS-SEM?
  • How to perform PLS-SEM?
  • How to report the results using PLS-SEM in a rigorous way?


Dr. S. Mostafa Rasoolimanesh
Dr. S. Mostafa Rasoolimanesh
Senior Lecturer
School of Hospitality, Tourism, and Events,
Taylor’s University



Dr. S. Mostafa Rasoolimanesh is a Senior Lecturer at the School of Hospitality, Tourism, and Events of Taylor’s University. His research interest areas contain sustainable tourism, community participation, residents’ perceptions toward tourism development, and advanced quantitative analysis approaches. He has published widely in high impact journals such as, Tourism Management, Journal of Travel Research, Journal of Sustainable Tourism, Journal of Cleaner Production, International Journal of Tourism Research, and International Journal of Contemporary Hospitality Management among others. Mostafa serves as a member of editorial board of several reputed SSCI journals.

Date – 25th August 2020

Time Duration – 2 hours