Abstract
In today's digital era, learning the use of digital media for entrepreneurs is mostly done by imitation through various role models on digital media such as content creators who display various content strategies for business development. However, success in learning through observation on digital media depends on the entrepreneurial receptivity ability to assess, interpret and apply the knowledge gained from the observed results. This study aims to investigate the acceptance of entrepreneurs in learning the use of digital media in an effort to develop their business. The research was conducted with a qualitative approach using a case study method on six novice entrepreneurs from micro, small and medium enterprises in Surakarta City, Indonesia. In-depth interviews were conducted from October 2020 – to March 2021. The results showed that three entrepreneurs in each use of digital media strategies were in a dominant acceptance position, two entrepreneurs were in a negotiating position, and one entrepreneur was in an oppositional position. Entrepreneurial receptions in the three acceptance positions show, among other things, in the dominant acceptance the entrepreneur makes a similar imitation, in the negotiated acceptance the entrepreneur carries out development, and in the oppositional acceptance the entrepreneur makes a new version. Keywords: case studies, entrepreneurship learning, reception analysis, SMEs. use of digital media strategies
Highlights
Building a digital media strategy is important for entrepreneurs who want to start a business and develop a business (Chen et al 2017; Taiminen and Karjaluoto, 2015), this is to build a business reputation and expand the marketing of the products produced (Horst et al 2019; Koster and van Stel, 2014; Michaelidou et al 2011; Stankovska et al 2016)
In accordance with the explanation in the previous literature that entrepreneurship learning from observing role models, especially in digital media is described in three main factors in the triadic reciprocal determinant scheme (Bandura, 1977, 2021) which influence each other between personal, behavioral, and environmental factors that influence each other. each other
The results of the research from interviews conducted with entrepreneurs in studying the use of digital media strategies are as follows: First, in learning about strategies for information dissemination and sharing with customers, FJR and ALD revealed that they observed several other business accounts on Instagram when they appeared on the homepage and on stories, for example, they observed strategies when informing new products, discounts, ongoing promotions, as well as changes in operating hours
Summary
Building a digital media strategy is important for entrepreneurs who want to start a business and develop a business (Chen et al 2017; Taiminen and Karjaluoto, 2015), this is to build a business reputation and expand the marketing of the products produced (Horst et al 2019; Koster and van Stel, 2014; Michaelidou et al 2011; Stankovska et al 2016). In today’s digital era, entrepreneurs generally use digital media as a marketing communication tool to expand market segmentation of the products they produce. This is in line with the results of research that show various benefits resulting from the use of digital media for new businesses, including as a business communication tool that can simplify various obstacles in the communication process such as accessing customers, suppliers, business partners and various other resources needed, in particular. The use of digital media for entrepreneurs can reduce costs and increase efficiency (Basri and Siam, 2017; Higón, 2011)
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