...Pratyush N. Sharma; Benjamin D. Liengaard; Joseph F. Hair; Marko Sarstedt; Christian M. Ringle Purpose Researchers often stress the predictive goals of their partial least squares structural equation modeling (PLS-SEM) analyses. However, the method has long lacked a statistical test to compare...

... the analysis of theoretically established models in terms of both explanation and prediction. This study aims to offer a comparative evaluation of GSCA and PLSPM in a predictive modeling framework. Design/methodology/approach A simulation study compares the predictive performance of GSCA and PLSPM under...

...Nicole Hartnett; Luke Greenacre; Rachel Kennedy; Byron Sharp Purpose This study aims to independently test the predictive validity of the Persuasion Principles Index (PPI) for video advertisements for low-involvement products with a measure of in-market sales effectiveness. This study follows...