Communication management of start-ups: an empirical analysis of entrepreneurs’ communication and networking success on Facebook

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Communication management of start-ups: an empirical analysis of entrepreneurs’ communication and networking success on Facebook. / Pakura, Stefanie; Rudeloff, Christian; Bekmeier-Feuerhahn, Sigrid; Eggers, Fabian.

in: International Journal of Entrepreneurial Venturing, Jahrgang 12, Nr. 5, 2020, S. 459-489.

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

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@article{409b9a799db3460fba785fcd05be0514,
title = "Communication management of start-ups: an empirical analysis of entrepreneurs{\textquoteright} communication and networking success on Facebook",
abstract = "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.",
keywords = "Management studies, communication management, networking, entrepreneurship, Facebook, marketing, social media, start-ups, communication management, networking, entrepreneurship, Facebook, marketing, social media, start-ups",
author = "Stefanie Pakura and Christian Rudeloff and Sigrid Bekmeier-Feuerhahn and Fabian Eggers",
year = "2020",
doi = "10.1504/IJEV.2020.111538",
language = "English",
volume = "12",
pages = "459--489",
journal = "International Journal of Entrepreneurial Venturing",
issn = "1742-5360",
publisher = "Inderscience Publishers",
number = "5",

}

RIS

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 -

DOI