AMTP 2022


PLS-SEM Workshop at Association of Marketing Theory & Practice, Sandestin, FL, 23-26 Mar 2022; Deadline 15 Dec


Author: Tulay Girard

Extended submission deadline:  December 15, 2021


Within 10 days of the acceptance letter or anytime until February 20, 2022 if you are only attending.

Initial submissions and Registration:

Formatted Submission for the Proceedings:

A link will be emailed to the accepted authors in January with instructions for submitting formatted papers or extended abstracts to the proceedings site.

PLS-SEM workshop

Dates: March 24 and 25, 2022 (afternoon)

Presenter: Dr. Joe Hair, University of South Alabama

Co-presenters: Dr. Dana Harrison, East Tennessee State University and Dr. Haya Ajjan, Elon University

Fee: $50 includes the two-half day workshops and the new 3rd edition of A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 363 pages,Sage College Publishing.

Workshop Overview:

PLS-SEM (partial least squares structural equation modeling) is an emerging approach to structural equation modeling that is increasingly being applied as an alternative to AMOS and LISREL. In the workshop we will introduce you to this analytical method and the simple to apply software to execute your analysis.

Major topics include:

  1. Overview of PLS-SEM – when and why the method should be used instead of traditional covariance-based SEM methods.
  2. The SmartPLS software and how to analyze measurement and structural models.
  3. Confirmatory Composite Analysis (CCA) – the alternative approach to confirming measurement models when using PLS-SEM.
  4. Mediation using PLS-SEM is superior to the PROCESS approach.
  5. How to examine and assess moderation in structural equation models.
  6. How to apply Higher Order Models (HOCs) to reduce multicollinearity and improve understanding of model relationships.
  7. The value of in-sample prediction (R2) compared to out-of-sample prediction using hold-out samples.

We hope you will join us in March in Sandestin, FL and take advantage of the greatest PLS-SEM workshop opportunity!  Please email me at with your questions and/or requests.


Tulay Girard
Conference Chair

Jim Randall
Executive Director

Lindsay Levine
The Association of Marketing Theory and Practice