How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?

Miftahul Rozaq, Sri Hastjarjo, Yulius Slamet

Abstract


This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.


Keywords


Communication strategies; Learning through modeling; Novice entrepreneurial; Receptions; Social media

Full Text:

PDF

References


Bandura, A. (1977). Social Learning Theory. In Prentice-Hall. Inc. Englewood Cliffs, New Jersey: Prentice-Hall, Inc.

Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.

Bandura, A. (2012). Social Cognitif Theory. Handbook of theories of social psychology. Volume 1 (E. . Lange. P. A. M. V.; Kruglanski, A.W; & Higgins, ed.). London: Sage Publications Ltd.

Basri, W. S., & Siam, M. R. A. (2017). Maximizing the social media potential for small businesses and start-ups: A conceptual study. International Journal of Economic Perspectives, 11(2), 241–245.

Bosma, N., Hessels, J., Schutjens, V., Praag, M. Van, & Verheul, I. (2012). Entrepreneurship and role models. Journal of Economic Psychology, 33(2), 410–424. https://doi.org/10.1016/j.joep.2011.03.004

BPS. (2017a). Analisis Ketenagakerjaan Usaha Mikro dan Kecil (Employment analysis of micro and small enterprises). Sensus Ekonomi. Jakarta.

BPS. (2017b). Potensi UKM Provinsi Jawa Tengah. Retrieved from https://jateng.bps.go.id

Bresciani, S., & Eppler, M. J. (2010). Brand new ventures? Insights on start-ups’ branding practices. Journal of Product and Brand Management, 19(5), 356–366. https://doi.org/10.1108/10610421011068595

Chen, Z. F., Ji, Y. G., & Men, L. R. (2017). Strategic Use of Social Media for Stakeholder Engagement in Startup Companies in China. International Journal of Strategic Communication, 11(3), 1–24. https://doi.org/10.1080/1553118X.2017.1298114

Fiet, J. O. (2001). The theoretical side of entrepreneurship theory. Journal of Business Venturing, 16(1), 1–24. Retrieved from http://www.sciencedirect.com/science/article/pii/S0883902699000415

Hall, S. (1973). Encoding, decoding. In: During S (ed.) The Cultural Studies Reader. London: Routledge.

Hoffmann, A., Junge, M., & Malchow-Møller, N. (2015). Running in the family: parental role models in entrepreneurship. Small Business Economics, 44(1), 79–104. https://doi.org/10.1007/s11187-014-9586-0

Kacperczyk, A. J. (2013). Social influence and entrepreneurship: The effect of university peers on entrepreneurial entry. Organization Science, 24(3), 664–683. https://doi.org/10.1287/orsc.1120.0773

Markowska, M., & Wiklund, J. (2020). Entrepreneurial learning under uncertainty: exploring the role of self-efficacy and perceived complexity. Entrepreneurship and Regional Development, 00(00), 1–23. https://doi.org/10.1080/08985626.2020.1713222

Matthew B. Miles, A. Michael Huberman, J. S. (2014). Qualitative data analysis: a methods sourcebook (third edit). https://doi.org/10.16309/j.cnki.issn.1007-1776.2003.03.004

Men, L. R., & Tsai, W. H. S. (2012). How companies cultivate relationships with publics on social network sites: Evidence from China and the United States. Public Relations Review, 38, 723–730. https://doi.org/10.1016/j.pubrev.2011.10.006

Newman, A., Obschonka, M., Schwarz, S., Cohen, M., & Nielsen, I. (2019). Entrepreneurial self-efficacy: A systematic review of the literature on its theoretical foundations, measurement, antecedents, and outcomes, and an agenda for future research. Journal of Vocational Behavior, 110(May 2018), 403–419. https://doi.org/10.1016/j.jvb.2018.05.012

Park, J. Y., Sung, C. S., & Im, I. (2017). Does social media use influence entrepreneurial opportunity? A review of its moderating role. Sustainability (Switzerland), 9(9), 1–16. https://doi.org/10.3390/su9091593

Petkova, A. P., & Rindova, V. P. (2008). How can New Ventures Build Reputation ? An Exploratory Study. Corporate Reputation Review, 11(4), 320–334. https://doi.org/10.1057/crr.2008.27

Saxton, G. D., & Waters, R. D. (2014). What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages. Journal of Public Relations Research, 26, 280–299. https://doi.org/10.1080/1062726X.2014.908721

Shaw, A. (2017). Encoding and decoding affordances: Stuart Hall and interactive media technologies. Media, Culture and Society, 39(4), 592–602. https://doi.org/10.1177/0163443717692741

Tambunan, T. (2019). Recent evidence of the development of micro, small and medium enterprises in Indonesia. Journal of Global Entrepreneurship Research, 9(1), 1–15. https://doi.org/10.1186/s40497-018-0140-4

Turan, M., & Kara, A. (2018). Online social media usage behavior of entrepreneurs in an emerging market: Reasons, expected benefits and intentions. Journal of Research in Marketing and Entrepreneurship. https://doi.org/10.1108/JRME-09-2016-0034

Wang, C. L., & Chugh, H. (2014). Entrepreneurial learning: Past research and future challenges. International Journal of Management Reviews, 16(1), 24–61. https://doi.org/10.1111/ijmr.12007

Yin, R. K. (2018). Case study research and applications: Design and methods. In SAGE Publications, Inc (Sixth Edit). https://doi.org/10.1177/109634809702100108

Zozimo, R., Jack, S., & Hamilton, E. (2017). Entrepreneurial learning from observing role models. Entrepreneurship and Regional Development, 1–23. https://doi.org/10.1080/08985626.2017.1376518




DOI: http://dx.doi.org/10.24329/aspikom.v6i2.936

Refbacks

  • There are currently no refbacks.


Jurnal ASPIKOM indexed by:
 
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License