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SOCIAL MEDIA MARKETING AS AN ENTREPRENEURIAL LEARNING PROCESS
Högskolan Väst, Avd för företagsekonomi..ORCID iD: 0000-0003-3310-305X
KTH, School of Computer Science and Communication (CSC), Media Technology and Interaction Design, MID. Högskolan Väst, Avd för medier och design.. (Technology Enhanced Learning)ORCID iD: 0000-0002-5407-0667
2011 (English)Conference paper, Published paper (Refereed)
Abstract [en]

The purpose for this paper is to explore social media marketing from the perspective of entrepreneurial learning. The theoretical basis consists of contributions from the fields of organisational learning and entrepreneurship. An empirical study involving ten companies has been carried out. The data were analysed with methods inspired by grounded theory. Categories describing the companies' social media presence from an entrepreneurial learning perspective are provided. Thus, the paper presents a novel way of studying social media activities which should contribute to the theoretical fields of organisational learning and entrepreneurship as well as to the understanding of social media marketing. For practitioners, the findings provide additional knowledge that should be useful for their own social media activities. The purpose for this paper is to explore social media marketing from the perspective of entrepreneurial learning. The theoretical basis consists of contributions from the fields of organisational learning and entrepreneurship. An empirical study involving ten companies has been carried out. The data were analysed with methods inspired by grounded theory. Categories describing the companies’ social media presence from an entrepreneurial learning perspective are provided. Thus, the paper presents a novel way of studying social media activities which should contribute to the theoretical fields of organisational learning and entrepreneurship as well as to the understanding of social media marketing. For practitioners, the findings provide additional knowledge that should be useful for their own social media activities.

Place, publisher, year, edition, pages
2011. 1048-1057 p.
Keyword [en]
Social media, Entrepreneurship, Organisational learning, Marketing
National Category
Computer and Information Science Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-68729ISI: 000302400100066OAI: oai:DiVA.org:kth-68729DiVA: diva2:485245
Conference
4th Annual Conference of the Euromed Academy of Business. 20-22/10 2011, Elounda, Greece
Note

QC 20120410

Available from: 2012-01-28 Created: 2012-01-28 Last updated: 2017-04-10Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Output format
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