Communication management of start-ups: an empirical analysis of entrepreneurs’ communication and networking success on Facebook
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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in: International Journal of Entrepreneurial Venturing, Jahrgang 12, Nr. 5, 2020, S. 459-489.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - Communication management of start-ups: an empirical analysis of entrepreneurs’ communication and networking success on Facebook
AU - Pakura, Stefanie
AU - Rudeloff, Christian
AU - Bekmeier-Feuerhahn, Sigrid
AU - Eggers, Fabian
PY - 2020
Y1 - 2020
N2 - Social networks attract increasing attention from practice and academia, yet social media networks as part of a start-up's strategic communication efforts remain under-studied. To fill this gap, we conceptualise start-up social media communication within the framework of communication management theory. We set up five hypotheses regarding the influence of different communication activities on start-ups' communication success and the moderating role of firm age. We collected data through structured questionnaires using a sample size of 244 start-ups in Germany and ran ordinary least squares (OLS) regression analyses. Results indicate that social media communication management is a significant driver of communication success. Two main factors, environmental scanning and networking, are revealed. Furthermore, we find different communication and networking practices depending on the start-up's age: In early phases, ad hoc monitoring, personal networks and business-to-consumer networking are key elements. In contrast, a long-term communication plan, professional networks and business-to-business networking are crucial in later stage start-ups.
AB - Social networks attract increasing attention from practice and academia, yet social media networks as part of a start-up's strategic communication efforts remain under-studied. To fill this gap, we conceptualise start-up social media communication within the framework of communication management theory. We set up five hypotheses regarding the influence of different communication activities on start-ups' communication success and the moderating role of firm age. We collected data through structured questionnaires using a sample size of 244 start-ups in Germany and ran ordinary least squares (OLS) regression analyses. Results indicate that social media communication management is a significant driver of communication success. Two main factors, environmental scanning and networking, are revealed. Furthermore, we find different communication and networking practices depending on the start-up's age: In early phases, ad hoc monitoring, personal networks and business-to-consumer networking are key elements. In contrast, a long-term communication plan, professional networks and business-to-business networking are crucial in later stage start-ups.
KW - Management studies
KW - communication management
KW - networking
KW - entrepreneurship
KW - Facebook
KW - marketing
KW - social media
KW - start-ups
KW - communication management
KW - networking
KW - entrepreneurship
KW - Facebook
KW - marketing
KW - social media
KW - start-ups
UR - http://www.scopus.com/inward/record.url?scp=85097261316&partnerID=8YFLogxK
U2 - 10.1504/IJEV.2020.111538
DO - 10.1504/IJEV.2020.111538
M3 - Journal articles
VL - 12
SP - 459
EP - 489
JO - International Journal of Entrepreneurial Venturing
JF - International Journal of Entrepreneurial Venturing
SN - 1742-5360
IS - 5
ER -