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  • 1.
    Lagrosen, Stefan
    et al.
    University West, Department of Economics and IT, Division of Business Administration.
    Josefsson, Pernilla
    University West, Department of Economics and IT, Division of Media and Design.
    Social media marketing as an entrepreneurial learning process2011In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 6, no 4, p. 331-340Article in journal (Refereed)
    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.

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