The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country

Olanrewaju, Abdus-Samad Temitope; Whiteside, Naomi; Hossain, Mohammad Alamgir; Mercieca, Paul

doi:10.1007/978-3-030-02131-3_32

Cited by 8 publications

(7 citation statements)

References 20 publications

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“…The above research results show that the popularity of entrepreneurs and online interaction behaviors do have a significant impact on public feedback. These findings are consistent with research conducted by other academics (Briley and Aaker, 2006;Albert et al, 2017;Olanrewaju et al, 2018).…”

Section: Discussionsupporting

confidence: 92%

“…), entrepreneurs' online interactive information is easier to retain and trace back, and thus easier for consumers to obtain, enabling them to directly respond to, participate in, and interact with this information (Girginova, 2013). Therefore, the online interactive information of entrepreneurs serves as an important clue for the public to evaluate entrepreneurs and affects the image of entrepreneurs in the minds of the public (Olanrewaju et al, 2018).…”

Section: Entrepreneurs' Online Interactive Behavior and Investor Feed...mentioning

confidence: 99%

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The Influence of Entrepreneurs’ Online Popularity and Interaction Behaviors on Individual Investors’ Psychological Perception: Evidence From the Peer-To-Peer Lending Market

Liu

2022

Front. Psychol.

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Inappropriate social interactions of entrepreneurs can generate negative effects in the peer-to-peer lending market. To address this problem and assist peer-to-peer entrepreneurs in customizing their online interaction strategies, we used the cutting-edge cognitive-experiential self-system conceptual model and studied the relationship between peer-to-peer entrepreneurs’ interactions and financing levels. Online interactive information was categorized as emotional or cognitive, adding the moderator of entrepreneur popularity, and the effect of these interactions on individual investors was analyzed. We found that the entrepreneurs’ online interactive information affected psychological perception of entrepreneurs and their corresponding brand image. The interaction between popularity and interactive information types was significant. The findings imply that less popular entrepreneurs should engage in emotional interactions, while more popular entrepreneurs should choose cognitive interactions. Online interaction created comparative advantages in the financing activities of peer-to-peer companies. These results expand understanding of the psychological facets of the consumer–brand relationship in the digital world, and extend the current literature. This study also highlights key areas of learning and application for both practitioners and scholars of organizational psychology.

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Section: Discussionsupporting

confidence: 92%

Section: Entrepreneurs' Online Interactive Behavior and Investor Feed...mentioning

confidence: 99%

The Influence of Entrepreneurs’ Online Popularity and Interaction Behaviors on Individual Investors’ Psychological Perception: Evidence From the Peer-To-Peer Lending Market

Liu

2022

Front. Psychol.

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“…The usage of dummy variables also could worsen the results, because the clustering is ideally based on non-binary variables. As a future research direction, the characterization of the farms' leaders could be given because many articles have studied the relation between the leaders' character and the applied marketing strategy [53,54,63,64]. However, a comprehensive analysis of farm leaders has not yet been published.…”

Section: Discussionmentioning

confidence: 99%

The Potential of Digital Marketing Tools to Develop the Innovative SFSC Players’ Business Models

Csordás

Pancsira

Lengyel

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

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The traditional global food supply chains are not just complex, but they do not support the sustainability of agriculture. The business models with the greatest growth potential are those that would allow consumers to buy more directly from producers. Before COVID-19, these alternatives were not just popular but had a relatively high market share compared to post COVID-19 era. However, due to the pandemic and the changes in consumers’ purchasing behavior, the players of short food supply chains had to adapt to the new circumstances. This is why business model innovation is nowadays a priority, which means a substantial renewal of the value delivered to customers, and a significant transformation of the processes and activities of the company/network. The study aimed to examine the dynamic innovation through applied digital marketing solutions that could open up new sales channels and increase the competitiveness of the companies involved. Since Austria is one of the “greenest” countries, its consumers are interested in purchasing sustainably, so they strive to buy directly from the producers. This motivates the authors to use its representative sample to investigate how well adapted the Austrian direct sellers are to the unsteady circumstances. Based on a previous research framework, a principal component analysis was applied and the elements defined therein were the variables of non-hierarchical clustering. The used methods highlight the lack of online distribution and marketing of the farmer shops, which could multiply the harmful effects of the pandemic. The classification of the shops demonstrated the generally low share of innovative direct sellers. We conclude that in the new era, businesses that effectively apply open business innovation models will be able to compete in the market.

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“…Research on the link between social media use and drivers of entrepreneurship is scarce, one of the few investigations was published by Olanrewaju et al (2018), who explored how social media influences Nigerian entrepreneurs' motivation to start a business and found that most entrepreneurs were driven by opportunity rather than necessity due to the opportunities offered by social media. As it was argued, frequent exposure to family, social, political, and ecological content on social media sites such as Twitter, Facebook, Instagram, and LinkedIn should imply different perceptions of entrepreneurship and sustainability, and in this line, this research proposes that such discrepancies should also be expressed in the students' perceptions of the drivers of entrepreneurship.…”

Section: Drive For Entrepreneurshipmentioning

confidence: 99%

Measuring the association between students’ exposure to social media and their valuation of sustainability in entrepreneurship

Barrera-Verdugo

Villarroel

2021

Heliyon

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Currently, university students can read content from various social media sites; however, little is known about the relationship between students' social media exposure and their valuation of sustainability in entrepreneurship and of environmental and social care as drivers of new venture creation. This research seeks to reduce this knowledge gap, evaluating discrepancies among undergraduates according to the intensity of their social media use. An online survey was applied to compare students’ perceptions based on their reading of Twitter, Facebook, Instagram, LinkedIn, and YouTube. A total of 143 valid responses of students in business and engineering careers in Chile were analysed using the Mann-Whitney test, showing a difference in the perceptions of undergraduates who read social media content once a day or more. The results show that a higher frequency of reading such content is related to higher perceived relevance of environmental sustainability, social welfare, and fair trade; likewise, it is linked with less perceived importance of sustainability as a driver of entrepreneurship. This evidence is relevant in recognizing the potential of social media sites to strengthen the higher education in sustainable entrepreneurship because these channels can be incorporated as a formal source of information for learning and its use is still limited. Future research should explore what specific types of content have the most significant impact on perceptions of sustainable entrepreneurship and promote particular methods for their application in this area.

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The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country

Cited by 8 publications

References 20 publications

The Influence of Entrepreneurs’ Online Popularity and Interaction Behaviors on Individual Investors’ Psychological Perception: Evidence From the Peer-To-Peer Lending Market

The Influence of Entrepreneurs’ Online Popularity and Interaction Behaviors on Individual Investors’ Psychological Perception: Evidence From the Peer-To-Peer Lending Market

The Potential of Digital Marketing Tools to Develop the Innovative SFSC Players’ Business Models

Measuring the association between students’ exposure to social media and their valuation of sustainability in entrepreneurship

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