Entrepreneurial identity development through digital media
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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2020-04-02
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Language
en
Pages
26
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Journal of Media Business Studies, Volume 17, issue 2, pp. 87-112
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. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close obser- vations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strate- gic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are “solution-driven”, “purpose-driven” and “lifestyle-driven” identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.Description
Keywords
Native advertising, sponsored content, journalism, media quality, quality press, structural equation modelling
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Citation
Horst, S-O, Järventie-Thesleff, R & Perez-Latre, F 2020, ' Entrepreneurial identity development through digital media ', Journal of Media Business Studies, vol. 17, no. 2, pp. 87-112 . https://doi.org/10.1080/16522354.2019.1689767