ADVANCED PLS-SEM APPLICATIONS IN MANAGEMENT RESEARCH: MODERATION, PREDICTION, AND MANAGERIAL INSIGHTS FROM THE RAKIJA CASE

Milan  Bubulj; Saša  Kukolj; Sonja Zlatanov; Slobodan Adžić

doi:10.59267/ekoPolj2603805B

Authors

Milan Bubulj University Union – Nikola Tesla, Faculty of Management FAM, Address: Njegoševa 1a, 21205 Sremski Karlovci, Serbia https://orcid.org/0009-0002-3184-3441
Saša Kukolj University Union – Nikola Tesla, Faculty of Management FAM, Address: Njegoševa 1a, 21205 Sremski Karlovci, Serbia https://orcid.org/0009-0001-2145-6133
Sonja Zlatanov Academy of Hospitality, Tourism, and Wellness, Address: Tošin Bunar 179đ, 11070 Belgrade, Serbia https://orcid.org/0009-0007-5805-0341
Slobodan Adžić Academy of Hospitality, Tourism, and Wellness, Address: Tošin Bunar 179đ, 11070 Belgrade, Serbia https://orcid.org/0000-0002-8827-5492

DOI:

https://doi.org/10.59267/ekoPolj2603805B

Keywords:

Rakija, Advanced PLS-SEM, Moderation and mediation analysis, Predictive and Decision-oriented analytics, Multigroup analysis, Agricultural research

Abstract

Recent methodological developments have expandedpartial least squares structural equation modeling (PLSSEM) beyond parameter estimation toward predictiveand decision-oriented analytics. Building on a previouslyvalidated baseline PLS-SEM model of consumer purchasingbehavior in the rakija market, this study demonstratesthe analytical value of advanced PLS-SEM techniquesusing SmartPLS software. The analysis incorporatesconfirmatory tetrad analysis (CTA-PLS), bootstrappedmediation and moderation analysis, multigroup analysis(MGA), importance–performance map analysis (IPMA),and out-of-sample predictive assessment using PLSpredict.The results reveal conditional effects, segment-specificdifferences, and predictive patterns that remain undetectedin baseline SEM applications. By systematically integratingmultiple advanced procedures within a single empiricalframework, the study illustrates how PLS-SEM canfunction as a comprehensive analytical toolkit for consumerand agribusiness research. The originality of the paper liesin demonstrating how advanced PLS-SEM techniquesenhance interpretative depth, predictive relevance, anddecision-oriented insights in culturally embedded markets.

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