PLS-SEM Approach to Establishing Causal Relationships

The data to be used in this study was collected metrically, and respondents were required to respond to questions by assigning them a figure on a scale of 1-5. The study utilized The Partial Least Square Structural Equation Modelling to analyze the data. PLS-SEM is a statistical method used to derive complex cause-effect relationships that lead to informed decisions by managers. The PLS-SEM has latent variables and construct variables. For this study, the construct variables were the perceived presence of the video ad (PP), the perceived novelty of the video ad (PN), attitude towards the video ad (ATV), attitude towards the brand (ATB), and sharing the intention of the video ad (SI).