Marko Sarstedt is a chaired professor of marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at Monash University Malaysia (Malaysia). His main research interests are the advancement of research methods to further the understanding of consumer behavior. His research has been published in, for example, Journal of Marketing Research, Journal of the Academy of Marketing Science, Multivariate Behavioral Research, Organizational Research Methods, MIS Quarterly, Decision Sciences, Journal of World Business, andLong Range Planning. Marko has coedited several special issues of leading journals and co-authored four widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle). Marko has been named member of Clarivate Analytic’s 2018 Highly Cited Researcher list.