Measuring organic social media distribution as a sustainable entrepreneurship practice: A protocol for lead generation research in professional services

Abstract

Purpose. This paper develops a measurement protocol for evaluating organic social media distribution as a resource-efficient alternative to paid advertising in professional service entrepreneurship. Focusing on business coaching, we operationalize how cross-platform short-form video strategies can be measured through sustainability lenses: economic viability, resource efficiency, and labor conditions. Methodology. We synthesize 25+ empirical studies spanning influencer credibility, platform dynamics, and sustainable entrepreneurship. From this synthesis, we construct a field-ready protocol operationalizing four intervention domains: (1) cross-platform posting without paid amplification, (2) standardized identity cues, (3) psychological friction management, and (4) technical production standards. The protocol specifies variable definitions, data collection procedures, fidelity coding rules, and statistical analysis plans. Theoretical contribution. The protocol integrates influencer marketing theory, platform studies, and entrepreneurship research into a unified framework in which content creation functions simultaneously as a distribution mechanism, a trust-building intervention, and a sustainable business practice. By treating organic distribution as economic sustainability question, we extend sustainable entrepreneurship scholarship into the digital creator economy. Practical implications. For entrepreneurs, the protocol translates credibility constructs into measurable behaviors and testable outcomes. For researchers, it provides standardized procedures enabling rigorous field studies examining whether organic strategies generate economically viable lead flows under resource constraints. For educators, it demonstrates how content creation can be taught as core entrepreneurial competency aligned with sustainable business principles. Sustainable Development Goals (SDGs): SDG 8: Decent Work and Economic Growth; SDG 9: Industry, Innovation and Infrastructur