The implementation of partial least square modelling (PLS) for marketing research in Arab countries: introduction to beginner users - evidence from Islamic banks of Palestine

Alnaser, Feras M. I. and Abd Ghani, Mazuri and Rahi, Sama (2019) The implementation of partial least square modelling (PLS) for marketing research in Arab countries: introduction to beginner users - evidence from Islamic banks of Palestine. In: 37th International Scientific Conference on Economic and Social Development - Socio Economic Problems of Sustainable Development, 14-15 Feb 2019, Baku, Azerbaijan.

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Abstract

Partial Least Square method works similarly to the standard regression model as each of these are oen used for determining a relationship between certain variables that can influence the marketing strategies in general. The reason why PLS is considered is because of its advantages such as its lower size sample, easier to test and implement and capabilities to handle formative indicators. This is considered to be ideal in scenarios which are oen related with international marketing as it could be difficult for an individual to adopt marketing strategies that are well suited for that country or region. This is especially true for Arab countries due to the complexities in this region due to a deep interconnection between their religion and their vast culture. This assessment will primarily focus on understanding and evaluating the uses of Partial Least Square in international business literature towards helping in understanding the benefits of using it to develop strategies for marketing research that are well suited for Arab countries. For this, PLS soware such as SmartPLS will be used in order to run the tests to determine the viability of the marketing strategies that will be used for this.

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