Progress in partial least squares structural equation modeling use in marketing research in the last decade

Partial least squares structural equation modeling (PLS-SEM) is an essential element of marketing researchers' methodological toolbox. During the last decade, PLS-SEM field has undergone massive developments, raising question whether method's users are following most recent best practice guidelines. Extending prior research in field, this paper presents results a new analysis use research, focusing on articles published between 2011 and 2020 top 30 journals. While researchers were more aware when's how's during period studied, we find that there continues to be some delay adoption model evaluation's practices. Based our review results, provide recommendations for future use, offer guidelines application, identify areas further interest.