The analysis of interactive marketing campaigns frequently requires the investigation of latent constructs. Consequently, structural equation modeling is well established in this domain. Noticeably, the Partial-Least-Squares (PLS) algorithm is gaining popularity in the analysis of interactive marketing applications which may be attributed to its accuracy and robustness when data are not normall...

Although sustainability has been an issue in the built environment for some time, it not yet fully addressed sustainable interior architecture and design. This research aimed to identify analyze obstacles preventing design implementation. As a result, partial least structural equation modeling approach (PLS-SEM) requested evaluate these obstructions. Therefore, after identifying 30 possible bar...

The present paper analyses the influence of entrepreneurial orientation (integrated approach) and its dimensions (individual approach) on hotel performance. We pose a structural equation model (SEM) Partial Least Square (PLS) through Smart PLS 3.1.9 on a dataset obtained by means of a questionnaire emailed to 102 hotel directors between January and June 2014. The most relevant contribution of t...

This study aims to test the effect of social media marketing activities and brand ambassadors on awareness. The sample used was 245 undergraduate students who were selected using convenience sampling. Data taken a questionnaire analyzed Partial Least Square-Structural Equation Modeling (PLS-SEM). results this indicate that have positive influence

The literature on network management is extensive. However, it generally explores network structures, neglecting the impact of management strategies. In this article we assess the effect of management strategies on network outcomes, providing empirical evidence from 119 urban revitalization networks. We go beyond current work by testing a path model for the determinants of network outcomes and ...