Joseph F. Hair, Jr.is Professor of Marketing, PhD Director, and the Cleverdon Chair of Business in the Mitchell College of Business, University of South Alabama, USA. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Ourso College of Business Administration, Louisiana State University. He has authored over 95 books, including Multivariate Data Analysis (8th edition, 2019) (cited 170,000+ times), MKTG (13th edition, 2019), Essentials of Business Research Methods, 5th edition, 2023), and Essentials of Marketing Research (6th edition, 2023). Dr. Hair is the most highly cited scholar in PLS-SEM and marketing, with 340,000+ citations (Google Scholar, 2023). He also has published numerous articles in scholarly journals and was recognized as the Academy of Marketing Science Marketing Educator of the year. A popular guest speaker, Professor Hair often presents seminars on research techniques, multivariate data analysis, and marketing issues for organizations in Europe, Australia, China, India, and South America.

Preface
About the Authors
Chapter 1. An Introduction to Structural Equation Modeling
Chapter Preview
What Is Structural Equation Modeling?
Considerations in Using Structural Equation Modeling
Principles of Structural Equation Modeling
PLS-SEM, CB-SEM, and Regressions Based on Sum Scores
Considerations When Applying PLS-SEM
Guidelines for Choosing Between PLS-SEM and CB-SEM
Organization of Remaining Chapters
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 2. Specifying the Path Model and Examining Data
Chapter Preview
Stage 1: Specifying the Structural Model
Stage 2: Specifying the Measurement Models
Stage 3: Data Collection and Examination
Case Study Illustration-Specifying the PLS-SEM Model
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 3. Path Model Estimation
Chapter Preview
Stage 4: Model Estimation and the PLS-SEM Algorithm
Case Study Illustration-PLS Path Model Estimation (Stage 4)
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 4. Assessing PLS-SEM Results-Part I: Evaluation of the Reflective Measurement Models
Chapter Preview
Overview of Stage 5: Evaluation of Measurement Models
Stage 5a: Assessing Results of Reflective Measurement Models
Case Study Illustration-Evaluation of the Reflective Measurement Models (Stage 5a)
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 5. Assessing PLS-SEM Results-Part II: Evaluation of the Formative Measurement Models
Chapter Preview
Stage 5b: Assessing Results of Formative Measurement Models
Case Study Illustration-Evaluation of the Formative Measurement Models (Stage 5b)
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 6. Assessing PLS-SEM Results-Part III: Evaluation of the Structural Model
Chapter Preview
Stage 6: Structural Model Results Evaluation
Case Study Illustration-Evaluation of the Structural Model (Stage 6)
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 7. Mediator and Moderator Analysis
Chapter Preview
Mediation
Moderation
Case Study Illustration-Moderation
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Chapter 8. Outlook on Advanced Methods
Chapter Preview
Importance-Performance Map Analysis
Necessary Condition Analysis
Higher-Order Constructs
Confirmatory Tetrad Analysis
Examining Endogeneity
Treating Observed and Unobserved Heterogeneity
Measurement Model Invariance
Consistent PLS-SEM
Summary
Review Questions
Critical Thinking Questions
Key Terms
Suggested Readings
Glossary
References
Index