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The purpose of this study is to examine the emergences of social media such as Facebook, Twitter and Instagram have changed the way human beings communicate and interact. In the past few years, this has become crucial in the context of business, especially in start-up fund raising. Access to venture capital financing is a crucial issue in the entrepreneurial finance literature. To further explore the use of social media for entrepreneurs, the authors have explored how entrepreneurs use social media for fund-raising purposes. The authors have used Application Programming Interfaces (APIs) to collect entrepreneurs’ funding data from Crunchbase and entrepreneurs’ social media data from Facebook and Twitter. The results show that social media is significant for start-ups in their success or failure in fund raising. Investing energy into utilizing online social media and exhausting these platforms consciously contributes to the financial success of start-ups. Therefore, start-ups which are popular among online fans and followers can manage to raise larger amounts of funding in the early stages.

This research relies on a wide range of quantitative data, which was obtained from three different online sources which includes Facebook, Twitter and CrunchBase. The use of a variety of internet technologies have been linked to increases in individuals’ social network diversity, which likely increases access to social capital at the individual level (Hampton and Wellman, 2003). The dataset was retrieved by using APIs, which enables the collection of novel metrics, from various sources that provide a well-structured dataset (Priem and Hemminger, 2010). Hypotheses were tested on a longitudinal dataset from 2000 to 2013, comprising general and investment data and social media metrics of start-ups. First, a sample from the database was selected to ensure data availability and reliability. After sampling, all the selected companies’ Twitter and Facebook activities were observed and metrics were analysed. SPSS was used to conduct correlation and regression analyses.

This study analysed whether start-ups’ social media convention is able to influence investors’ choices, especially the amount of total funding given. The paper showed that innovative start-up companies were able to benefit from communicating on social media platforms. Start-ups, which were using Facebook and Twitter effectively, focusing on valuable social media metrics, received larger amount of funding in total. Furthermore, it was observed that as their business grew, they intended to put more effort into online social networking. It confirmed the idea that businesses are using social media consciously.

This is the only paper that the authors could find that examines the relationship between fundraising and activity on social networks.

With the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience to their online fan base by connecting with them across multiple social media platforms. This paper explores the relationship between brand posts' characteristics and popularity for start-ups across four different social media platforms: Facebook, Twitter, Instagram and LinkedIn.

A total of 1,200 social media posts from 10 start-ups were subjected to content analysis. Regression analysis was employed with brand posts' popularity (likes, comments and shares/retweets) as the dependent variable.

The results reveal several nuances in brand post popularity for start-ups across Facebook, Twitter, Instagram and LinkedIn. Antecedents of the popularity measures of likes, comments and shares/retweets also fared differently.

The paper reports one of the earliest empirical studies to better understand how the qualities of brand posts are related to their appeal across multiple social media platforms. It advances the literature on social media marketing and offers insights to social media managers of brands, particularly start-ups, on how to offer smoother customer journeys across numerous digital touchpoints.

This study aims to examine the impact of signaling through social media (SM) on funding achieved by start-ups.

This study follows a causal research design and is based on unique data set compiled from Crunchbase-Pro and Twitter. The sample size is 1,672 Indian start-ups. Heckman’s model and ordinary least squares regression is used to test the hypothesis.

Devising a thoughtful SM strategy, should be an integral part of the overall strategy of the start-ups looking out for funds. LinkedIn presence is in itself a positive signal. Active usage of Twitter and feedback from other Twitter users has a positive impact on funds raised by the start-up. Posting retweets and repetitive usage of URLs and media is not a predictor of funds raised by the start-up.

An early-stage strategy on SM adoption, especially Twitter can play an important role in attracting interest and attention of stakeholders. To capitalize SM, entrepreneurs should maintain an active SM account of the start-up.

India has emerged as one of the start-up hubs of the world. However, there is a dearth of literature on SM usage by start-ups in India. To the best of the authors’ knowledge, this study is first of its kind and establishes the results empirically based on more than 100k tweets for a large pool of Indian start-ups.

This failure case study tells the story of All World Media, a start-up offering internet-based media planning and buying tool created by ambitious Estonian entrepreneurs in 2011. A few years earlier the two founders had come up with an idea that in their opinion would revolutionize the process of media planning and buying for advertisers. They had noticed that the industry worked in an intransparent and inefficient way. Based on their own extensive experience in various internet ventures and following first consultations with key industry players they were confident that the market was ready for a self-service online media marketplace.

The (A) case focusses on the initial business idea and on the events before the launch of the internet platform. The case includes the entrepreneurs' concept, the main contents of the business plan, and the operational steps until the launch of the service on the market. The (B) case outlines the events after the launch of the online service, analyzes the possible reasons for the failure of the original business model and discusses potential strategic alternatives that are still open for the entrepreneurs.

The two-case sequence can be used for a 90-minutes session in marketing, entrepreneurship or strategic management courses in graduate and executive programs. The case is accompanied by an instructor's manual which also includes suggested assignment questions and proposed session plan.

This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices.

A qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM.

Findings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media.

Findings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective.

This chapter summarises all the results of the section that studied cross-innovation processes between audiovisual media and tourism sectors. It relies first on the review of existing forms of cooperation and cross-innovation between sectors. Second, on the meso-level analysis of structural aspects that shape innovation processes in these sectors. Third, on a micro-level ethnography of a start-up company innovating at the intersections between the film and tourism industries. We learn that there are two core ‘rules’ that motivate sectoral cooperation – first, the broader platformisation of tourism and second, the emergence of augmented reality as a technique to augment experiences at locations. Regarding the second rule especially, we learned that the main innovator and innovation motivator in this area is currently the public sector, driven also by cultural policy goals. But local tourism sector small and medium-sized enterprises appear to not be particularly driven by innovation-orientated cooperation with other sectors.

This article is a case study of a small‐scale family enterprise which successfully introduced a new crop, adopted new farming methods, formed a research, development and marketing alliance with a major international company, and fostered R&D alliance with several government organisations. The study was completed through reviewing government, consultant and industry reports, and in‐depth face‐to‐face interviews of key informants in industry and government. The findings showcase the importance of entrepreneurship (ingenuity to seize opportunities, effectively use personal contact networks, take risks, experiment through trial and error learning, adapt and, notwithstanding immense barriers, to continue with the venture) and a supportive national culture in fostering innovation and business development.

The learning objectives to be drawn from the case are as follows: to explore the violation of the psychological contract; to understand the notion of the boundaryless career; to assess the advantages and disadvantages of leaving an employer; to explore the factors to be considered when contemplating a career move; and to identify career management strategies in the digital age.

Management practices at Media Inc. have resulted in a growing sense of dissatisfaction for Palesa Khume who had been hired to head up the management team of a new glossy women’s magazine, Mirror Me. This project was exciting and exhilarating for Khume. The shifting of agreed-upon objectives causes increased stress to Media Inc. employees and comes to a head with the reneging of the agreed-upon year-end bonus to Khume. She is now faced with the decision whether she should stay or leave the organisation.

Postgraduate Business students, especially MBA students.

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CSS 6: Human Resource Management

The paper represents a starting point of a broader research project in strategic start-up communication. The main purpose of this study is to demonstrate the current state of research in this area and to compare those insights with an explorative study on the start-up ecosystem.

A neo-institutional framework is combined with the dual narrative framework of strategic communication and emergence to explain the emergence of strategic communication in this organizational field (start-up ecosystems). Research questions are derived from a systematic literature review and subjected to exploratory testing in two different qualitative surveys, with experts and investors, reflecting an external perspective, and with start-ups themselves.

Results from the literature review and the explorative interviews with expert external actors indicate eight areas in which start-ups face strategic communication challenges: the basic orientation of strategic communication, branding, external image, stakeholder relations, allocation of financial resources, owner centricity, human resources and internal communication. External consultants and funders recommend highly planned approaches like target group-oriented communication, well thought-out positioning with uniform messages and precisely applied communication channels. However, the internal perspective of start-ups presents a contrary picture based on emergent products of strategic communication.

The study indicates the importance of both the emergence in strategic start-up communication and the demonstration of planned strategic communication. Investigating a whole start-up ecosystem in a country regarding the emergence of strategic communication forms, practices and products offers potential for cross-country comparative research.

The findings indicate key challenges of strategic communication of start-ups. Bearing in mind these key challenges when founding a start-up can make a difference in the success of the start-up.

The article presents the first systematic literature review in the area of strategic start-up communication and a theoretical framework for further investigation. Moreover, the results of the explorative study demonstrate the importance of the different forms of planning and emergence in strategic start-up communication. Hence, this paper provides practical implications for practitioners working and investing in the start-up ecosystem.

This study aims to understand the impact of underlying theme in the communication on social media on funding received by early-stage start-ups.

The study is based on empirical testing of data of 849 start-ups and more than 130K tweets. Machine learning (ML) model has been used for text classification of 130K+ tweets. Causal mediation analysis with bootstrapping is carried out for hypothesis testing.

Tweets addressing quality-related uncertainty are a predictor of amount of funds raised. Audience response acts as a mediator between tweets focusing on relational orientation and amount of funds raised.

The authors advance signaling theory by theorizing and investigating the importance of signal content. Endogenous signal of quality directly influences the start-ups outcomes, while exogenous signal helps disseminate information and influence the success.

Entrepreneurs should put in concerted effort to reduce uncertainty about the start-ups. Value creation is a central concept for start-ups; however, communicating value should be the dominant part of social media strategy.

Computer-based language processing techniques have amplified the research focused on content. To the best of the authors’ knowledge, this is the first comprehensive study that explores underlying themes of communication of start-ups and their impact on acquiring funds.