Abstract
The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Our focus is on how entrepreneurs describe their products and, in turn, how that shapes the growth of their businesses. The purpose was to take a sociological scrutiny of different processes of developing identity through digital media. The specific objective of the study is to establish the factors responsible for the promotion of digital entrepreneur process amongst others. Survey research design was adopted to meet the objective. The data consists of 50 qualitative interview guide were used in the entrepreneur start-up clinic of both Association of Business Development Professional in Nigeria (ABDPIN) and Longrich Networking Entrepreneurs Webinars. Interview method was used to collect the data. Qualitative analysis was chosen because Its methods are exploratory. Findings to this objective was that the practice of strategic sparring and brand co-creation facilitate the development towards three alternative identity types. The study highlighted the need for every startup to prioritize data collection in order to understand the way to tap into intended audiences and influence them. The economic and sociological theories of entrepreneurship were adopted to help understand what motivates startups. It was concluded that as technology become more powerful, digital business platforms will emerge the leading order of business. Amongst the recommendations made was that there is need for digital startup to understand that Social Media Marketing is one of the best ways to get exposure and customers.
Highlights
Digital media are very important tools for entrepreneurs and startups
The way in which entrepreneurs use social media and what that means for the processes and practices of entrepreneurial development and their outcomes is under-researched and under-theorized (Achtenhagen, 2017; Giones & Brem, 2017; Horst & Murschetz, 2019; Kraus et al, 2019; Martinez, et al, 2018; Nambisan, 2018; Shen et al, 2018)
3 OBJECTIVES OF THE STUDY: The main objective of this study is to examine the social association between digital platforms and corporate startup, during this period of the covid 19 pandemic, while other specific objectives are to: i
Summary
Digital media are very important tools for entrepreneurs and startups. They help in connecting the entrepreneur with external audiences and customers through diverse channels and modes of communication, as well facilitate internal communication, decision-making and organizational development (Kraus, Palmer, Kailer, Kallinger, & Spitzer, 2019). The way in which entrepreneurs use social media and what that means for the processes and practices of entrepreneurial development and their outcomes is under-researched and under-theorized (Achtenhagen, 2017; Giones & Brem, 2017; Horst & Murschetz, 2019; Kraus et al, 2019; Martinez, et al, 2018; Nambisan, 2018; Shen et al, 2018) This is evident in recent calls to bring mainstream entrepreneurs and predominantly industry-focused research on media entrepreneurship closer together to advance theory-building (Achtenhagen, 2017) and, in turn, create new theoretical constructs that enable capturing and investigating interdisciplinary topics (Horst & Murschetz, 2019). The study draws on the concept of mediatization, which describes the role of various media as part of the process of the communicative construction of social and cultural reality, (Couldry & Hepp, 2013) and to investigate how entrepreneurs and small startups uses digital media technologies for both individual and organizational development. Digital identity denotes certain aspects of civil and personal identity that has resulted from the widespread use of identity information to represent people in an acceptable, trusted digital format in computer systems
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