PurposeDrawing on push and pull entrepreneurship theory, this research investigates how and why social media users become social media influencers (SMIs), a specific type of digital entrepreneur.Design/methodology/approachAdopting a phenomenological perspective and following a process approach, a total of 35 semi-structured face-to-face interviews were conducted with SMIs of different ages, follower numbers and associated with diverse areas of expertise. Subsequently, via interpretative analysis of interviewees' narratives and reasons for becoming SMIs, relevant motivations and events were uncovered and described.FindingsThe findings showcase two types of SMIs: “Entrepreneurial Influencers” and “Influential Entrepreneurs”. Their motivations and the path they followed on their entrepreneurial efforts were also uncovered. Finally, based on these findings, a new entrepreneurial motivational driver is proposed.Practical implicationsPublic entrepreneurial incentive policies should consider SMIs as a specific type of would-be entrepreneurs with some advantage in terms of prominence and reputation, which might help them to successfully initiate and consolidate traditional entrepreneurial activities.Originality/valueThis paper is among the first to examine SMIs from an entrepreneurial perspective, contributing to the nascent digital entrepreneurship literature.

Corporate social responsibility (CSR) is a concept which has been approached from various perspectives and application areas. One of these areas regards how individuals perceive this concept and how their own personal characteristics define a given vision of business responsibility. The present study seeks to explore connections between individuals’ sociodemographic characteristics and CSR perception. By using unionized workers as research subjects, analysis techniques applied in Social Media and models based on metric spaces, we explore the attitudes of these subjects towards CSR. Both empirical and theoretical results provide evidence for the existence of a well-behaved relation between sociodemographic aspects and CSR dimensions, which future studies could approach in more depth using techniques based on machine learning.

Las redes sociales han contribuido a una nueva estrategia de marketing donde las marcas forjan alianzas con los influencers de las redes sociales para generar contenido publicitario. Esta estrategia conocida como marketing de influencer se encuentra en crecimiento y ganando un interés sustancial en la literatura. Sin embargo, la comprensión actual de la percepción de los influencers de las redes sociales frente a la transparencia del contenido que publicitan sigue siendo limitada, donde prácticamente todos los estudios se centran en la percepción del seguidor y en países desarrollados donde existe mayor regulación frente a la transparencia publicitaria. Para abordar esta problemática, la presente investigación utilizó la teoría de credibilidad de la fuente y la teoría institucional con el objetivo de explorar las percepciones de los influencers de las redes sociales frente a la transparencia del contenido que publicitan. Sobre la base de un estudio cualitativo que incorporó entrevistas semiestructuradas con ocho influencers de las redes sociales en Chile. Los resultados de este estudio muestran que los influencers de las redes sociales consideran relevante en su credibilidad de la transparencia publicitaria; la confiabilidad, la experiencia, la auto-presentación en línea y los aspectos normativos. Estos hallazgos contribuyen a la literatura de marketing de influencer y también tiene importantes implicancias prácticas para el amplio y creciente campo de la publicidad como son los profesionales de marketing, las marcas y los agentes reguladores encargados de proteger al consumidor.

One of the most used communication tools is WhatsApp, which increased its use due to covid-19, along with other social networks. In the educational field, students are also increasingly adopting this application for academic purposes from their computers called WhatsApp Web. However, more knowledge is needed about the factors that influence the acceptance and use of this social network. Therefore, the purpose of this study is to understand from the perspective of students the factors of acceptance and use of WhatsApp Web for academic purposes during the covid-19 pandemic. A qualitative methodology was used to achieve this objective, through fourteen semistructural interviews with students from various disciplines and universities. The findings of this study were analyzed with the unified theory of acceptance and use of technology (UTAUT). Where a fifth factor teamworkwas incorporated, being additional to the factors already existing in this theory (the expectation of performance, the expectation of effort, the social influence and the facilitating conditions). This study provides new insights as it is a pioneering research that UTAUT uses to interpret the acceptance and use of WhatsApp Web for academic purposes.

Reading is essential for learning in education. However, the digital revolution has transformed the ways to encourage reading and learning about books. People who generate and share content about books on social networks are the so-called booktokers, influencers on TikTok who have become an emerging phenomenon in this connected society. However, there is scarce research that studies them in depth. Therefore, it is crucial to explore booktokers to understand them better and to assess why they accept and use technologies to generate and share content about books on TikTok. This paper intends to explore the acceptance and use of TikTok to generate and share content about books on this social network as a booktoker. For this, a qualitative methodology of semi-structured interviews with thirteen Latin American booktokers was used. The analysis was developed through a thematic analysis based on the UTAUT2 theory to explain the findings. The results indicated the categories: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit, price value, and a new identified category related to the generation of community and networks. This study constitutes one of the pioneering works in the exploration of the booktoker phenomenon. La lectura es fundamental para el aprendizaje en la educación. Si bien, la revolución digital ha transformado la manera de incentivar la lectura y conocer sobre libros. Las personas que generan y comparten contenidos sobre libros en las redes sociales son los denominados booktokers, influencers de la red social TikTok, quienes se han convertido en un fenómeno emergente en esta sociedad conectada, pero aún con poca investigación que los estudie en profundidad. Por lo tanto, es crucial explorar para una mayor comprensión a los booktokers y conocer por qué aceptan y usan tecnologías para generar y compartir contenidos sobre libros en la red social TikTok. Se pretende explorar la aceptación y uso de TikTok para generar y compartir contenido sobre libros en esta red social siendo un booktoker. Se utiliza una metodología cualitativa de entrevistas semiestructuradas a trece booktokers latinoamericanos. El análisis se desarrolló por medio de un análisis temático basándonos en la teoría UTAUT2 para explicar los hallazgos. Los resultados indicaron las categorías: la expectativa de desempeño, la expectativa de esfuerzo, la influencia social, las condiciones facilitadoras, la motivación hedónica, el hábito, el precio y una nueva categoría identificada que es generar comunidad y redes. La contribución de este estudio es ser uno de los pioneros en la exploración del fenómeno de los booktokers.