Muthén and Asparouhov introduced an approach for conducting Bayesian inference in the context of structural equation models that they termed Bayesian structural equation modeling (BSEM). In this article, we provide an overview of the BSEM technique, illustrate how this technique relates to confirmatory and exploratory factor analysis, and highlight several key problems with using the BSEM approach as it is currently advocated. Utilizing data from a large-scale study of entrepreneurial self-efficacy, we develop a modified approach for applying the BSEM technique in a manner that is more consistent with accepted principles of reflective measurement, factor analysis, and model selection. We devise a series of recommendations to guide future use of the BSEM technique to help ensure that mainstream use of this approach heralds the coming of a new day in measurement development rather than a false dawn.

Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities

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In this paper, we examine the fundamental process and production innovations in the digital business industry through the lens of the six facets model of technology management. The model is applied to process and product innovation at both the firm and industry level for the first time, offering insight into the digital business industry and also into how process and product innovations can be managed in an industry facing high levels of technological change. We use case histories of two digital businesses, one in the US and one in China, to provide greater generalizability of our findings.

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