کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
138245 | 162461 | 2016 | 14 صفحه PDF | دانلود رایگان |
• PLS-SEM is a complementary approach to conventional CB-SEM for PR research.
• Vast potential of PLS-SEM when specific assumptions behind CB-SEM cannot be met.
• PLS-SEM is relatively independent of sample size requirements.
• PLS-SEM is applicable for formative measures and predictive theory development.
• PLS-SEM allows for in-depth assessment of value drivers of PR target constructs.
This paper aims to add to the growing discourse on methods in public relations research by showing how variance-based structural equation modeling (PLS-SEM) can be used to analyze effects between multiple intangible target constructs in PR. We introduce the properties of the method, compare it to conventional covariance-based SEM, and demonstrate how PLS-SEM can be applied to public relations evaluation using an example study on organizational reputation and its effects on trust, and stakeholder behavior (n = 1892). This paper offers a consequent methodological discussion of PLS-SEM and provides a valuable resource for public relations research aiming to apply the variance-based approach.
Journal: Public Relations Review - Volume 42, Issue 3, September 2016, Pages 418–431