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Social media marketing as an entrepreneurial learning process
University West, Economics and IT.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology. University West, Economics and IT.ORCID iD: 0000-0002-5407-0667
2011 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 6, no 4, p. 331-340Article in journal (Refereed) Published
Abstract [en]

The purpose for this paper is to explore social media marketing fromthe perspective of entrepreneurial learning. The theoretical basis consists ofcontributions from the fields of organisational learning and entrepreneurship.An empirical study involving ten companies has been carried out. Thedata were analysed with methods inspired by grounded theory. Categoriesdescribing the companies’ social media presence from an entrepreneuriallearning perspective are provided. The value of using organisational learning asa framework for social media marketing is shown. Thus, the paper presents anovel way of studying social media activities which should contribute to thetheoretical fields of organisational learning and entrepreneurship as well as tothe 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
InderScience Publishers , 2011. Vol. 6, no 4, p. 331-340
Keywords [en]
social media; entrepreneurship; organisational learning; marketing communication; grounded theory; relationship marketing; entrepreneurial learning; systems thinking; social networking; microblogging.
National Category
Economics
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:sh:diva-39465DOI: 10.1504/IJTMKT.2011.045912OAI: oai:DiVA.org:sh-39465DiVA, id: diva2:1373818
Note

QC 20170118

Available from: 2019-11-28 Created: 2019-11-28 Last updated: 2019-11-28Bibliographically approved

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Josefsson, Pernilla

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf