Pub Date : 2023-02-16DOI: 10.1108/jrme-09-2021-0120
Peter Fluhrer, T. Brahm
Purpose The concept of positioning is fundamental to how a company approaches and succeeds in a market. Despite a growing body of literature on positioning, existing research has focused mainly on larger companies and brands. This paper aims to apply the concept of positioning to small- and medium-sized enterprises (SME) companies to explore how SME entrepreneurs understand and approach the positioning of their company, and what differences exist compared to large companies and brands. Design/methodology/approach Using a qualitative research approach, this study is based on focus groups involving 13 SME entrepreneurs. The data were analyzed using a qualitative structuring content analysis, which resulted in a newly developed and empirically based typology of SME positioning strategies. Findings The results indicate that SME entrepreneurs view positioning as highly relevant but differ from larger companies in terms of market and brand orientation. Building on the interviews, an empirical matrix of four positioning strategies was developed which SME entrepreneurs typically use: specialization, differentiation, conviction and opposition. Practical implications Based on the developed positioning typology, this study proposes a two-step approach for SME entrepreneurs: gaining clarity on the basic positioning dimensions and exploring four strategic fields of action. Originality/value Overall, the findings contribute to a better understanding of SME entrepreneurs' positioning strategies as important building blocks for market and brand success. The new positioning typology provides a conceptual contribution for further research in the marketing/entrepreneurship interface.
{"title":"Positioning in SMEs: entrepreneurs’ perceptions and strategies","authors":"Peter Fluhrer, T. Brahm","doi":"10.1108/jrme-09-2021-0120","DOIUrl":"https://doi.org/10.1108/jrme-09-2021-0120","url":null,"abstract":"\u0000Purpose\u0000The concept of positioning is fundamental to how a company approaches and succeeds in a market. Despite a growing body of literature on positioning, existing research has focused mainly on larger companies and brands. This paper aims to apply the concept of positioning to small- and medium-sized enterprises (SME) companies to explore how SME entrepreneurs understand and approach the positioning of their company, and what differences exist compared to large companies and brands.\u0000\u0000\u0000Design/methodology/approach\u0000Using a qualitative research approach, this study is based on focus groups involving 13 SME entrepreneurs. The data were analyzed using a qualitative structuring content analysis, which resulted in a newly developed and empirically based typology of SME positioning strategies.\u0000\u0000\u0000Findings\u0000The results indicate that SME entrepreneurs view positioning as highly relevant but differ from larger companies in terms of market and brand orientation. Building on the interviews, an empirical matrix of four positioning strategies was developed which SME entrepreneurs typically use: specialization, differentiation, conviction and opposition.\u0000\u0000\u0000Practical implications\u0000Based on the developed positioning typology, this study proposes a two-step approach for SME entrepreneurs: gaining clarity on the basic positioning dimensions and exploring four strategic fields of action.\u0000\u0000\u0000Originality/value\u0000Overall, the findings contribute to a better understanding of SME entrepreneurs' positioning strategies as important building blocks for market and brand success. The new positioning typology provides a conceptual contribution for further research in the marketing/entrepreneurship interface.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46410870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-02DOI: 10.1108/jrme-09-2020-0132
I. Fillis, K. Lehman, M. Wickham
Purpose The purpose of this paper is to assess the notion of art as a product. This paper develops a detailed understanding of how established visual artists engage with the notion in their art making and market interactions, drawing insight from the longitudinal debate on the essence of art, including its connection with entrepreneurial marketing. Design/methodology/approach The authors uses a conceptual framework involving artists’ and other stakeholders’ philosophical positions, artists’ career stages, reputation (including branding), market associations and the forms of value generated by artists and consumers to help shape their qualitative research design involving in-depth interviews with 16 established Australian artists. NVivo software aided data analysis to improve theory building. Findings Market orientation, entrepreneurial market creation, co-creation, co-production activities and sharing value among interested stakeholders are important factors in viewing art as a commercial product. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. This paper identifies a fluidity in the relationship between an artist and their art. Research limitations/implications Co-creation, co-production and sharing value among interested stakeholders are important factors as are market orientation versus entrepreneurial market creation activities. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. Practical implications Established artists have made a conscious decision to engage, or otherwise with the marketplace. This research uncovers the merits of adopting a product approach in engaging with the market and artist centred creation which avoids marketplace interaction. Originality/value This research has the potential to contribute to policy decision-making in the sector and in stimulating future comparative research. There are wider implications for the cultural and creative industries where entrepreneurial market creation can stimulate creativity and innovation.
{"title":"Assessing the notion of art as a product: entrepreneurial marketing insights from the visual arts","authors":"I. Fillis, K. Lehman, M. Wickham","doi":"10.1108/jrme-09-2020-0132","DOIUrl":"https://doi.org/10.1108/jrme-09-2020-0132","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to assess the notion of art as a product. This paper develops a detailed understanding of how established visual artists engage with the notion in their art making and market interactions, drawing insight from the longitudinal debate on the essence of art, including its connection with entrepreneurial marketing.\u0000\u0000\u0000Design/methodology/approach\u0000The authors uses a conceptual framework involving artists’ and other stakeholders’ philosophical positions, artists’ career stages, reputation (including branding), market associations and the forms of value generated by artists and consumers to help shape their qualitative research design involving in-depth interviews with 16 established Australian artists. NVivo software aided data analysis to improve theory building.\u0000\u0000\u0000Findings\u0000Market orientation, entrepreneurial market creation, co-creation, co-production activities and sharing value among interested stakeholders are important factors in viewing art as a commercial product. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. This paper identifies a fluidity in the relationship between an artist and their art.\u0000\u0000\u0000Research limitations/implications\u0000Co-creation, co-production and sharing value among interested stakeholders are important factors as are market orientation versus entrepreneurial market creation activities. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product.\u0000\u0000\u0000Practical implications\u0000Established artists have made a conscious decision to engage, or otherwise with the marketplace. This research uncovers the merits of adopting a product approach in engaging with the market and artist centred creation which avoids marketplace interaction.\u0000\u0000\u0000Originality/value\u0000This research has the potential to contribute to policy decision-making in the sector and in stimulating future comparative research. There are wider implications for the cultural and creative industries where entrepreneurial market creation can stimulate creativity and innovation.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2023-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43550897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-12DOI: 10.1108/jrme-03-2021-0028
Uttam Chakraborty, S. K. Biswal
Purpose The use of social media is becoming increasingly important for entrepreneurial marketing as a way to gain psychological empowerment through female entrepreneurship. The participation of female entrepreneurs on social media has witnessed an increasing trend. The purpose of this study is to understand the impact of social media participation on female entrepreneurs towards digital entrepreneurship intention and their psychological empowerment. Design/methodology/approach This cross-sectional study integrates the Stimulus–Organism–Response framework with uses and gratification theory to understand and determine a theoretical framework in understanding the importance of social media for female entrepreneurship in the contemporary digital era. To ensure internal consistency of the latent constructs, this study determines Cronbach’s alpha for all the variables. Further, exploratory factor analysis is performed to ensure the unidimensionality of the latent constructs. Structural equation modelling is performed to test the theoretical framework. Findings Data analysis confirms the significant effect of social media participations on female entrepreneurs towards their digital entrepreneurship intention which further affects their psychological empowerment. Originality/value The practical contributions of this study highlight the importance of female entrepreneurship which is essential for attaining self-reliance by reducing the socio-economic barriers. Further, female entrepreneurs’ participation in social media communities enhances the levels of empowerment.
{"title":"Impact of social media participation on female entrepreneurs towards their digital entrepreneurship intention and psychological empowerment","authors":"Uttam Chakraborty, S. K. Biswal","doi":"10.1108/jrme-03-2021-0028","DOIUrl":"https://doi.org/10.1108/jrme-03-2021-0028","url":null,"abstract":"\u0000Purpose\u0000The use of social media is becoming increasingly important for entrepreneurial marketing as a way to gain psychological empowerment through female entrepreneurship. The participation of female entrepreneurs on social media has witnessed an increasing trend. The purpose of this study is to understand the impact of social media participation on female entrepreneurs towards digital entrepreneurship intention and their psychological empowerment.\u0000\u0000\u0000Design/methodology/approach\u0000This cross-sectional study integrates the Stimulus–Organism–Response framework with uses and gratification theory to understand and determine a theoretical framework in understanding the importance of social media for female entrepreneurship in the contemporary digital era. To ensure internal consistency of the latent constructs, this study determines Cronbach’s alpha for all the variables. Further, exploratory factor analysis is performed to ensure the unidimensionality of the latent constructs. Structural equation modelling is performed to test the theoretical framework.\u0000\u0000\u0000Findings\u0000Data analysis confirms the significant effect of social media participations on female entrepreneurs towards their digital entrepreneurship intention which further affects their psychological empowerment.\u0000\u0000\u0000Originality/value\u0000The practical contributions of this study highlight the importance of female entrepreneurship which is essential for attaining self-reliance by reducing the socio-economic barriers. Further, female entrepreneurs’ participation in social media communities enhances the levels of empowerment.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43991508","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-23DOI: 10.1108/jrme-08-2020-0112
Sebastián Robledo, John Eider Vasquez, Néstor Darío Duque3-Méndez, Verónica Duque-Uribe
Purpose Effectuation has received increased attention in the field of entrepreneurship. However, previous studies have focused on performance rather than on networking and word-of-mouth (WOM) marketing. Therefore, the purpose of this study is to understand the mediating effect of networking on the relationship between effectuation and WOM marketing. Design/methodology/approach This study used partial least squares structural equation modeling to investigate the relationship between effectuation and WOM marketing mediated through networking. The research model was assessed using data from a sample of 256 entrepreneurs. Findings The results reveal that effectuation positively influences WOM marketing, mediated by networking. This study provides new insights into the precursors of WOM marketing and highlights the importance of networking in this process. Practical implications The implications of these findings suggest that entrepreneurs should create networking plans that focus on the maintenance and creation of new customers. This plan could be tracked via email, cell phone or online social data to maintain awareness of the failures and successes of the process and for continual improvement. Originality/value A vast number of studies have been conducted on effectuation and networking. However, to the best of the authors’ knowledge, no previous study has investigated the influence of these two variables on WOM marketing. Entrepreneurs face long-term sales challenges, and this study proposes that networking could be a solution, thereby increasing WOM marketing sales.
{"title":"Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth","authors":"Sebastián Robledo, John Eider Vasquez, Néstor Darío Duque3-Méndez, Verónica Duque-Uribe","doi":"10.1108/jrme-08-2020-0112","DOIUrl":"https://doi.org/10.1108/jrme-08-2020-0112","url":null,"abstract":"\u0000Purpose\u0000Effectuation has received increased attention in the field of entrepreneurship. However, previous studies have focused on performance rather than on networking and word-of-mouth (WOM) marketing. Therefore, the purpose of this study is to understand the mediating effect of networking on the relationship between effectuation and WOM marketing.\u0000\u0000\u0000Design/methodology/approach\u0000This study used partial least squares structural equation modeling to investigate the relationship between effectuation and WOM marketing mediated through networking. The research model was assessed using data from a sample of 256 entrepreneurs.\u0000\u0000\u0000Findings\u0000The results reveal that effectuation positively influences WOM marketing, mediated by networking. This study provides new insights into the precursors of WOM marketing and highlights the importance of networking in this process.\u0000\u0000\u0000Practical implications\u0000The implications of these findings suggest that entrepreneurs should create networking plans that focus on the maintenance and creation of new customers. This plan could be tracked via email, cell phone or online social data to maintain awareness of the failures and successes of the process and for continual improvement.\u0000\u0000\u0000Originality/value\u0000A vast number of studies have been conducted on effectuation and networking. However, to the best of the authors’ knowledge, no previous study has investigated the influence of these two variables on WOM marketing. Entrepreneurs face long-term sales challenges, and this study proposes that networking could be a solution, thereby increasing WOM marketing sales.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46933713","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-23DOI: 10.1108/jrme-05-2022-0065
Victoria L. Crittenden, W. Crittenden
Purpose As a business executive and philanthropist, Mary Kay Ash is legendary as a glass-ceiling breaker. With the belief that Mary Kay Ash is both modern and relevant, while simultaneously legendary, the overall purpose of this paper is to explore the role of Mary Kay Ash as an influential entrepreneur. This research responds to the call by Cogliser and Brigham (2004) for an increased understanding of how entrepreneurial leaders influence, challenge, inspire and develop followers. Design/methodology/approach Following on research by Hoppe (2013), this objective was accomplished via a pentadic analysis of Mary Kay Ash’s rhetoric aimed to influence the mental mindset of readers (followers) over the course of generations. Burke’s pentad was the sense-making tool used for examining Ash’s rhetoric of influence as an entrepreneurial leader. The data used in the pentadic analysis were also analyzed via Linguistic Inquiry and Word Count (LIWC) and IBM Watson Emotion Analysis to see where analyses might converge or diverge. Findings Based on the analysis of her written work, Mary Kay Ash resided at the intersection of leadership and entrepreneurship and, in so doing, was an influencer. Her primary rhetorical approach to influencing was idealism. Interwoven in her writings, she also exhibited both pragmatism and realism. She knew that she had to start the business to have the future she desired and that she needed to train her team appropriately for success to be forthcoming. The motivation in Mary Kay Ash’s rhetoric was that of influencing people so they would be the best that they could be. Research limitations/implications Qualitative research brings with it an array of inevitable research problems. Pentadic analysis cannot be judged by the basic objective standards of reliability and validity because objective reality does not exist in personal interpretation. That is, one person as a critic cannot be impartial because the interpretation is only one personal way of viewing the data and another critic might view the same pentads and come up with different ratios. With this subjectivity in mind, however, the data used in the pentadic analysis were also analyzed via LIWC and IBM Watson Emotion Analysis to see where analyses might converge or diverge. Practical implications The findings from this research denote clearly that Mary Kay Ash was a forerunner of the modern day influencer. As a primogenitor of the influencer marketing phenomenon, Mary Kay Ash’s entrepreneurial legacy is expected to continue through generations of followers. This finding speaks to the importance of today’s entrepreneurs using the spoken and written word to influence others and create a lasting organizational legacy. Originality/value Countless scholars have used pentadic analysis, with a variety of artifacts, to examine the motives behind the rhetoric. However, rhetoric as a means of persuasion and influence has received little attention within the context of the writ
{"title":"The power of language to influence people: Mary Kay Ash the entrepreneur","authors":"Victoria L. Crittenden, W. Crittenden","doi":"10.1108/jrme-05-2022-0065","DOIUrl":"https://doi.org/10.1108/jrme-05-2022-0065","url":null,"abstract":"\u0000Purpose\u0000As a business executive and philanthropist, Mary Kay Ash is legendary as a glass-ceiling breaker. With the belief that Mary Kay Ash is both modern and relevant, while simultaneously legendary, the overall purpose of this paper is to explore the role of Mary Kay Ash as an influential entrepreneur. This research responds to the call by Cogliser and Brigham (2004) for an increased understanding of how entrepreneurial leaders influence, challenge, inspire and develop followers.\u0000\u0000\u0000Design/methodology/approach\u0000Following on research by Hoppe (2013), this objective was accomplished via a pentadic analysis of Mary Kay Ash’s rhetoric aimed to influence the mental mindset of readers (followers) over the course of generations. Burke’s pentad was the sense-making tool used for examining Ash’s rhetoric of influence as an entrepreneurial leader. The data used in the pentadic analysis were also analyzed via Linguistic Inquiry and Word Count (LIWC) and IBM Watson Emotion Analysis to see where analyses might converge or diverge.\u0000\u0000\u0000Findings\u0000Based on the analysis of her written work, Mary Kay Ash resided at the intersection of leadership and entrepreneurship and, in so doing, was an influencer. Her primary rhetorical approach to influencing was idealism. Interwoven in her writings, she also exhibited both pragmatism and realism. She knew that she had to start the business to have the future she desired and that she needed to train her team appropriately for success to be forthcoming. The motivation in Mary Kay Ash’s rhetoric was that of influencing people so they would be the best that they could be.\u0000\u0000\u0000Research limitations/implications\u0000Qualitative research brings with it an array of inevitable research problems. Pentadic analysis cannot be judged by the basic objective standards of reliability and validity because objective reality does not exist in personal interpretation. That is, one person as a critic cannot be impartial because the interpretation is only one personal way of viewing the data and another critic might view the same pentads and come up with different ratios. With this subjectivity in mind, however, the data used in the pentadic analysis were also analyzed via LIWC and IBM Watson Emotion Analysis to see where analyses might converge or diverge.\u0000\u0000\u0000Practical implications\u0000The findings from this research denote clearly that Mary Kay Ash was a forerunner of the modern day influencer. As a primogenitor of the influencer marketing phenomenon, Mary Kay Ash’s entrepreneurial legacy is expected to continue through generations of followers. This finding speaks to the importance of today’s entrepreneurs using the spoken and written word to influence others and create a lasting organizational legacy.\u0000\u0000\u0000Originality/value\u0000Countless scholars have used pentadic analysis, with a variety of artifacts, to examine the motives behind the rhetoric. However, rhetoric as a means of persuasion and influence has received little attention within the context of the writ","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47655156","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-19DOI: 10.1108/jrme-02-2022-0019
Natalia Inani Norsalehe, A. Idris
Purpose The study aims to establish and conceptualise entrepreneurial orientation (EO) as a key construct that positively influences small and medium-sized enterprises (SMEs) performance. In this paper, a conceptual framework was developed, and three research propositions were outlined: EO (innovativeness, proactiveness and risk-taking) positively influences SME performance; the economic stimulus packages moderate EO and the differentiation strategy; and the differentiation strategy mediates EO and SME performance. Each of the constructs was defined, and the conditions during the COVID-19 pandemic in Malaysia were identified. Design/methodology/approach The paper suggests links between EO and SME performance and the effects of economic stimulus packages and differentiation strategies on Malaysia’s service and manufacturing industry. These concepts lead to the development of propositions based on prior empirical studies underpinning the resource-based view theory and contingency approach. The propositions aim to develop further findings and test the hypotheses. Findings The study proposes three research propositions to conceptualise the relationship between the four main constructs. The study also recommends an empirical approach to conduct and test the research model concerning Malaysia’s service and manufacturing industry. Originality/value While studies on EO and SME performance have been conducted extensively, studies on the impact of various economic stimulus packages by the Malaysian government on the existing EO and SME performance relationship during the COVID-19 pandemic are limited. Separately, this study uses a configuration approach to test the mediator and moderator during the COVID-19 pandemic.
{"title":"Review on entrepreneurial orientation, economic stimulus packages, differentiation strategy and SME performance in Malaysia during the COVID-19 pandemic","authors":"Natalia Inani Norsalehe, A. Idris","doi":"10.1108/jrme-02-2022-0019","DOIUrl":"https://doi.org/10.1108/jrme-02-2022-0019","url":null,"abstract":"\u0000Purpose\u0000The study aims to establish and conceptualise entrepreneurial orientation (EO) as a key construct that positively influences small and medium-sized enterprises (SMEs) performance. In this paper, a conceptual framework was developed, and three research propositions were outlined: EO (innovativeness, proactiveness and risk-taking) positively influences SME performance; the economic stimulus packages moderate EO and the differentiation strategy; and the differentiation strategy mediates EO and SME performance. Each of the constructs was defined, and the conditions during the COVID-19 pandemic in Malaysia were identified.\u0000\u0000\u0000Design/methodology/approach\u0000The paper suggests links between EO and SME performance and the effects of economic stimulus packages and differentiation strategies on Malaysia’s service and manufacturing industry. These concepts lead to the development of propositions based on prior empirical studies underpinning the resource-based view theory and contingency approach. The propositions aim to develop further findings and test the hypotheses.\u0000\u0000\u0000Findings\u0000The study proposes three research propositions to conceptualise the relationship between the four main constructs. The study also recommends an empirical approach to conduct and test the research model concerning Malaysia’s service and manufacturing industry.\u0000\u0000\u0000Originality/value\u0000While studies on EO and SME performance have been conducted extensively, studies on the impact of various economic stimulus packages by the Malaysian government on the existing EO and SME performance relationship during the COVID-19 pandemic are limited. Separately, this study uses a configuration approach to test the mediator and moderator during the COVID-19 pandemic.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49017299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-13DOI: 10.1108/jrme-01-2021-0010
Elena Dowin Kennedy, Alisha Horky, Ethan Kaufmann
Purpose The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This paper specifically examines how SME community members leverage their horizontal and vertical ties to generate publicity, improve brand perceptions and drive traffic to themselves or community events. Design/methodology/approach This paper uses a qualitative approach, examining 1,025 Facebook posts from 27 members of an entrepreneurial community in the southeast USA to develop typologies of posting strategies, post purposes and post functions. Findings This paper finds that in the entrepreneurial community of interest, many members engage in cross-promotion via social media at various frequencies and with distinctive purposes. This paper identifies five distinct patterns of cross-promotion – quality signaling, traffic driving, community amplifying, hybrid cross-promotion and infrequent engagement. This paper also notes differences between cross-promotional strategies of vertical and horizontal partners. Originality/value This paper advances understanding of social media marketing and identifies key patterns of SME social media behavior. Although previous research has noted the importance of social media for SMEs, there has been little research regarding posting strategies being used by these firms. Further, to this point, there has not been a framework to understand how firms can use social media to cross-promote one another. This paper seeks to begin filling these gaps by providing a useful framework that can be used by SMEs in coordinating their social media posting strategies as well as by researchers studying SME cross-promotion.
{"title":"Ties that bind: leveraging horizontal and vertical ties within an entrepreneurial community in cross-promotional social media marketing","authors":"Elena Dowin Kennedy, Alisha Horky, Ethan Kaufmann","doi":"10.1108/jrme-01-2021-0010","DOIUrl":"https://doi.org/10.1108/jrme-01-2021-0010","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This paper specifically examines how SME community members leverage their horizontal and vertical ties to generate publicity, improve brand perceptions and drive traffic to themselves or community events.\u0000\u0000\u0000Design/methodology/approach\u0000This paper uses a qualitative approach, examining 1,025 Facebook posts from 27 members of an entrepreneurial community in the southeast USA to develop typologies of posting strategies, post purposes and post functions.\u0000\u0000\u0000Findings\u0000This paper finds that in the entrepreneurial community of interest, many members engage in cross-promotion via social media at various frequencies and with distinctive purposes. This paper identifies five distinct patterns of cross-promotion – quality signaling, traffic driving, community amplifying, hybrid cross-promotion and infrequent engagement. This paper also notes differences between cross-promotional strategies of vertical and horizontal partners.\u0000\u0000\u0000Originality/value\u0000This paper advances understanding of social media marketing and identifies key patterns of SME social media behavior. Although previous research has noted the importance of social media for SMEs, there has been little research regarding posting strategies being used by these firms. Further, to this point, there has not been a framework to understand how firms can use social media to cross-promote one another. This paper seeks to begin filling these gaps by providing a useful framework that can be used by SMEs in coordinating their social media posting strategies as well as by researchers studying SME cross-promotion.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49368444","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-08DOI: 10.1108/jrme-04-2022-0052
C. Rudeloff, Julius Damms
Purpose Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication activities of influential entrepreneurs on social media, the emergence of parasocial interactions (PSIs) and the related communication outcomes for the company. Design/methodology/approach This paper conducted an online survey, recruiting 207 participants via purposive sampling. Partial least square path modeling and an independent t-test were conducted to test hypotheses. Findings The results of this paper show that following entrepreneurs’ personal social media activities amplifies PSIs, which in turn positively impact the company's communication outcomes. Organization–public relationships and purchase intentions are improved by PSI. Originality/value To the best of the authors’ knowledge, this is one of the first studies that connects the personal and the organizational level in exploring entrepreneurial marketing. The results show that Elon Musk acts as an influential entrepreneur to effectively promote communication outcomes for Tesla. This paper illuminates the potential of entrepreneurs’ personal social media activities to support the success of their ventures.
{"title":"Entrepreneurs as influencers: the impact of parasocial interactions on communication outcomes","authors":"C. Rudeloff, Julius Damms","doi":"10.1108/jrme-04-2022-0052","DOIUrl":"https://doi.org/10.1108/jrme-04-2022-0052","url":null,"abstract":"\u0000Purpose\u0000Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication activities of influential entrepreneurs on social media, the emergence of parasocial interactions (PSIs) and the related communication outcomes for the company.\u0000\u0000\u0000Design/methodology/approach\u0000This paper conducted an online survey, recruiting 207 participants via purposive sampling. Partial least square path modeling and an independent t-test were conducted to test hypotheses.\u0000\u0000\u0000Findings\u0000The results of this paper show that following entrepreneurs’ personal social media activities amplifies PSIs, which in turn positively impact the company's communication outcomes. Organization–public relationships and purchase intentions are improved by PSI.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is one of the first studies that connects the personal and the organizational level in exploring entrepreneurial marketing. The results show that Elon Musk acts as an influential entrepreneur to effectively promote communication outcomes for Tesla. This paper illuminates the potential of entrepreneurs’ personal social media activities to support the success of their ventures.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44461251","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-06DOI: 10.1108/jrme-02-2022-0017
Alina Sawy, Dieter Bögenhold
Purpose Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of social media can lead to dark and negative consequences. This aspect has received less attention in the literature so far. The purpose of this study is to advice entrepreneurial practitioners to balance the sides of pros and cons as being an inherent reality to acknowledge the full scenario of business life and the interplay of diverse influences. Design/methodology/approach The qualitative interviews focused on the dark side experiences of micro-entrepreneurs on social media and on strategies to protect their private identities and businesses from those dark side effects. For the theoretical classification of dark side experiences, the framework of Baccarella et al. (2018) was used and adapted based on the experiences reported. Findings To the best of the authors’ knowledge, the study is one of the first to provide an understanding of the negative experiences micro-entrepreneurs face on social media. The research showed the relevance of five out of the seven dark-side building blocks and identified time as a further influential aspect. Thereby, the authors learn to comprehend the negative sides of social media for micro-operated businesses. The findings highlight the need to understand entrepreneurial social media use with simultaneously negative hazards and economic and social challenges. Addressing the entanglement of the entrepreneurial and private selves of micro-entrepreneurs, the findings demonstrate entrepreneur’s attempts of distancing or cleaning the negativity from their private identities and their businesses. Originality/value This paper problematizes dark sides as critical elements in entrepreneurial practice, which are too often neglected when discussing entrepreneurial marketing in general and entrepreneurship in social media specifically. The self is always captured between two sides, including the problematic (“dark”) and the bright.
{"title":"Dark, darker, social media: dark side experiences, identity protection, and preventive strategies of micro entrepreneurs on social media","authors":"Alina Sawy, Dieter Bögenhold","doi":"10.1108/jrme-02-2022-0017","DOIUrl":"https://doi.org/10.1108/jrme-02-2022-0017","url":null,"abstract":"\u0000Purpose\u0000Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of social media can lead to dark and negative consequences. This aspect has received less attention in the literature so far. The purpose of this study is to advice entrepreneurial practitioners to balance the sides of pros and cons as being an inherent reality to acknowledge the full scenario of business life and the interplay of diverse influences.\u0000\u0000\u0000Design/methodology/approach\u0000The qualitative interviews focused on the dark side experiences of micro-entrepreneurs on social media and on strategies to protect their private identities and businesses from those dark side effects. For the theoretical classification of dark side experiences, the framework of Baccarella et al. (2018) was used and adapted based on the experiences reported.\u0000\u0000\u0000Findings\u0000To the best of the authors’ knowledge, the study is one of the first to provide an understanding of the negative experiences micro-entrepreneurs face on social media. The research showed the relevance of five out of the seven dark-side building blocks and identified time as a further influential aspect. Thereby, the authors learn to comprehend the negative sides of social media for micro-operated businesses. The findings highlight the need to understand entrepreneurial social media use with simultaneously negative hazards and economic and social challenges. Addressing the entanglement of the entrepreneurial and private selves of micro-entrepreneurs, the findings demonstrate entrepreneur’s attempts of distancing or cleaning the negativity from their private identities and their businesses.\u0000\u0000\u0000Originality/value\u0000This paper problematizes dark sides as critical elements in entrepreneurial practice, which are too often neglected when discussing entrepreneurial marketing in general and entrepreneurship in social media specifically. The self is always captured between two sides, including the problematic (“dark”) and the bright.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47592171","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-28DOI: 10.1108/jrme-03-2022-0033
Kwame Adom, L. N. Tettey, G. Acheampong
Purpose Relationship marketing (RM) has rarely been applied to micro-, small- and medium-sized enterprises (MSMEs) in the informal economy (IE). Thus, this study aims to explore the RM strategy of service rendering micro-enterprises in the IE of a sub-Saharan African country like Ghana. Design/methodology/approach This study used a qualitative research approach using a multiple case study design, semi-structured interview and a random sampling technique to sample 15 micro-enterprises. Thereafter, the case was analysed thematically. Findings Results show that micro-enterprises in the IE engage in multiple dimensions of RM in their line of business. Also, micro-enterprises in the IE perceived RM as customer care and somewhat their standard of RM benefits measurement are different from those firms in the formal sector. Furthermore, micro-enterprises in the IE face challenges such as high resource commitment, harassment and the technological gap in practising their RM strategy. Practical implications MSMEs in the IE should develop a framework to minimise the shortfall of the challenges associated with RM implementation for business continuity and growth because customers are the lifeblood of the business. Originality/value To the best of the authors’ knowledge, this is the first known study that looks at RM practices of MSMEs in the IE. It has thrown light on the understudied subject of RM in MSMEs. For micro-enterprises operating in the Ghanaian IE, the benefits to be derived from practising RM are rewarding. The adopted qualitative methodology has provided an in-depth insight into a vital area for both academics and practitioners.
{"title":"Understanding relationship marketing strategy in Ghana’s informal economy: a case of micro, small and medium enterprises","authors":"Kwame Adom, L. N. Tettey, G. Acheampong","doi":"10.1108/jrme-03-2022-0033","DOIUrl":"https://doi.org/10.1108/jrme-03-2022-0033","url":null,"abstract":"\u0000Purpose\u0000Relationship marketing (RM) has rarely been applied to micro-, small- and medium-sized enterprises (MSMEs) in the informal economy (IE). Thus, this study aims to explore the RM strategy of service rendering micro-enterprises in the IE of a sub-Saharan African country like Ghana.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a qualitative research approach using a multiple case study design, semi-structured interview and a random sampling technique to sample 15 micro-enterprises. Thereafter, the case was analysed thematically.\u0000\u0000\u0000Findings\u0000Results show that micro-enterprises in the IE engage in multiple dimensions of RM in their line of business. Also, micro-enterprises in the IE perceived RM as customer care and somewhat their standard of RM benefits measurement are different from those firms in the formal sector. Furthermore, micro-enterprises in the IE face challenges such as high resource commitment, harassment and the technological gap in practising their RM strategy.\u0000\u0000\u0000Practical implications\u0000MSMEs in the IE should develop a framework to minimise the shortfall of the challenges associated with RM implementation for business continuity and growth because customers are the lifeblood of the business.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first known study that looks at RM practices of MSMEs in the IE. It has thrown light on the understudied subject of RM in MSMEs. For micro-enterprises operating in the Ghanaian IE, the benefits to be derived from practising RM are rewarding. The adopted qualitative methodology has provided an in-depth insight into a vital area for both academics and practitioners.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44202239","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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