Investigating the effects of virtual social networks on entrepreneurial marketing

Kambeiz Talebi,Mahnaz Behrad,Amir Ekhlassi

doi:10.5267/j.msl.2014.9.007

Abstract

Article history: Received January 20, 2014 Accepted 30 August 2014 Available online September 15 2014 This paper presents an empirical investigation to study the effects of virtual social networks on entrepreneurial marketing. The study designs a questionnaire in Likert scale based on a model originally developed by Morris et al. (2002) [Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.]. The study considers the effects of three components of virtual social network (VSN); namely structural VSN, interaction VSN and functional VSN on entrepreneurial marketing. Using structural equation modeling, the study has determined positive and meaningful effects of all three VSN components on entrepreneurial marketing. © 2014 Growing Science Ltd. All rights reserved. Virtual social networks Entrepreneurial marketing Structural Virtual Social Network Interaction Virtual Social Network Functional Virtual Social Network

Highlights

The term entrepreneurial marketing (EM) (Gilmore & Carson, 1999) is normally applied as an integrative conceptualization, which reflects such alternative perspectives as radical marketing, expeditionary marketing, etc. (Cromie, 1995; Carson, 1985; Collinson & Shaw, 2001; Davis et al, 1985)
This paper presents an empirical investigation to study the effects of virtual social networks on entrepreneurial marketing
The study considers the effects of three components of virtual social network (VSN); namely structural VSN, interaction VSN and functional VSN on entrepreneurial marketing

Summary

Introduction

The term entrepreneurial marketing (EM) (Gilmore & Carson, 1999) is normally applied as an integrative conceptualization, which reflects such alternative perspectives as radical marketing, expeditionary marketing, etc. (Cromie, 1995; Carson, 1985; Collinson & Shaw, 2001; Davis et al, 1985). Morris et al (2002) are believed to be the first who critically explored the construct of EM They determined seven core dimensions of EM and proposed an underlying theoretical foundation based on resource advantage theory. They introduced a conceptual model for key factors influencing the phenomenon of entrepreneurial marketing. Entrepreneurs access people in their networks to study perspectives of building and running a business. They reported that entrepreneurs build networks that systematically change by the phase of entrepreneurship, investigating number of their discussion partners, and the time spent networking. They reported that entrepreneurs build networks that systematically change by the phase of entrepreneurship, investigating number of their discussion partners, and the time spent networking. BarNir and Smith (2002) explored whether the social network of small business executives could be

The proposed study

The results

Findings

Conclusion