Authors: Stefan Lagrosen; Pernilla Josefsson
Addresses: University West, Economics and IT, Gustava Melins v2, 46186, Trollhattan, Sweden. ' University West, Economics and IT, Gustava Melins v2, 46186, Trollhattan, Sweden
Abstract: The purpose for this paper is to explore social media marketing from the perspective of entrepreneurial learning. The theoretical basis consists of contributions from the fields of organisational learning and entrepreneurship. An empirical study involving ten companies has been carried out. The data were analysed with methods inspired by grounded theory. Categories describing the companies' social media presence from an entrepreneurial learning perspective are provided. The value of using organisational learning as a framework for social media marketing is shown. Thus, the paper presents a novel way of studying social media activities which should contribute to the theoretical fields of organisational learning and entrepreneurship as well as to the understanding of social media marketing. For practitioners, the findings provide additional knowledge that should be useful for their own social media activities.
Keywords: social media marketing; entrepreneurship; organisational learning; marketing communications; grounded theory; relationship marketing; entrepreneurial learning; systems thinking; social networking; microblogging.
International Journal of Technology Marketing, 2011 Vol.6 No.4, pp.331 - 340
Published online: 13 Mar 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article