Factors affecting social media use by entrepreneurs and the impact of this use on the opportunity recognition process

Social media is believed to play an essential role in supporting entrepreneurial business and opportunity recognition. However, little is known about the factors that drive social media use and how social media capabilities impact entrepreneurial opportunity recognition. In exploring the role of social media to understand the potential role of social media use on entrepreneurial opportunity recognition, the study was based on the Technological-Organization-Environmental (TOE) and the Opportunity Recognition Frameworks. A mixedmethod study was conducted with data collected from a developed economy (Australia) and a developing country (Nigeria). An initial research model was developed based on the extant review of literature on social media use and entrepreneur opportunity recognition. Firstly, qualitative data were collected via interviews with 14 entrepreneurs, which identified eight factors under four broad categories (technology, environment, individual and social media platform factors) that influence entrepreneur social media use. Also, five social media capabilities were identified (networking, searching, observing, experimenting, and social media data analytics) to drive entrepreneurial opportunity recognition. Comparing the qualitative data with themes developed from published literature, the initial research model was revised. In the second stage, a survey of 568 entrepreneurs was used to validate the model and its associated relationships. The analysis suggests that four general factors influence social media use; platform perception, absorptive capacity, platform abuse and external pressure. In addition, the use of social media was found to influence opportunity recognition through four of the five identified capabilities: searching, observing, experimenting, and data analytics. However, the findings indicate differences on how social media capability drives opportunity recognition amongst entrepreneur in Australia and Nigeria, which can be explained based on their individualist and collectivist culture respectively. Interestingly, the multi-group analysis revealed that the influence of social media capabilities on opportunity recognition might vary depending on the entrepreneur's gender and the age of their business. The theoretical contribution and practical implications of the findings to social media companies, entrepreneurs, and policymakers were discussed. The study limitation includes being a cross sectional study, focusing on small businesses and evaluating two countries

Social Media Communication in the Artisan Economy

Social media is a viable marketing and communication option for small businesses as it is cost-effective and easy to use. This study explores how small business owners in the artisan economy utilize social media to communicate with their customers. Artisan small businesses share similarities with small firms in other sectors, but they face unique challenges. Five artisan owners in the United States participated in semistructured interviews answering questions relating to marketing and communication. Artisan owners work in home-based businesses and rarely interact with customers in-person. Social media is a primary communication tool. Facebook, Twitter, and Instagram are sites artisan owners utilize to connect with existing and previous customers. Social media is helpful in maintaining customer relationships as well as reaching out to potential clients. When customers interact with artisan owners on social media such as liking and sharing posts, word-of-mouth marketing is created. Social media might help artisan owners increase customer loyalty and sales

Social Media Communication in the Artisan Economy

Social media is a viable marketing and communication option for small businesses as it is cost-effective and easy to use. This study explores how small business owners in the artisan economy utilize social media to communicate with their customers. Artisan small businesses share similarities with small firms in other sectors, but they face unique challenges. Five artisan owners in the United States participated in semistructured interviews answering questions relating to marketing and communication. Artisan owners work in home-based businesses and rarely interact with customers in-person. Social media is a primary communication tool. Facebook, Twitter, and Instagram are sites artisan owners utilize to connect with existing and previous customers. Social media is helpful in maintaining customer relationships as well as reaching out to potential clients. When customers interact with artisan owners on social media such as liking and sharing posts, word-of-mouth marketing is created. Social media might help artisan owners increase customer loyalty and sales