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Social media marketing as an entrepreneurial learning process
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Media and Design.
2011 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, Vol. 6, no 4, 331-340 p.Article in journal (Refereed) Published
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. The value of using organisational learning as

a framework for social media marketing is shown. 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
Geneva: InderScience Publishers, 2011. Vol. 6, no 4, 331-340 p.
Keyword [en]
social media; entrepreneurship; organisational learning; marketing communication; grounded theory; relationship marketing; entrepreneurial learning; systems thinking; social networking; microblogging.
National Category
Social Sciences
Research subject
SOCIAL SCIENCE, Business administration; SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
URN: urn:nbn:se:hv:diva-4215DOI: 10.1504/IJTMKT.2011.045912OAI: oai:DiVA.org:hv-4215DiVA: diva2:510519
Available from: 2012-03-16 Created: 2012-03-16 Last updated: 2012-08-27Bibliographically approved

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