19. November 2020
Dr. Stefanie Pakura and co-authors have published an article on "Communication management of start-ups" in Int. J Entrepreneurial Venturing, Vol. 12, November 2020.
New Article on Communication management of start-ups published.
Together with an international and diverse team of co-authors, Dr. Stefanie Pakura has published a new article on "Communication management of start-ups: an empirical analysis of entrepreneurs’ communication and networking success on Facebook" in the International Journal for Entrepreneurial Venturing, Vol. 12, No. 5, November 2020. DOI: 10.1504/IJEV.2020.10032773.
Stefanie Pakura, Christian Rudeloff, Sigrid Bekmeier-Feuerhahn, and Fabian Eggers have studied entrepreneurs’ communication and networking success on Facebook.
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 by means of 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, i.e. 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.
#communication management #networking #entrepreneurship #Facebook #marketing #social media #start-ups