A Netnographic Study of Entrepreneurial Traits: Evaluating classic typologies using the crowdsourcing algorithm of an online community

Abstract

This paper evaluates how the advices of experienced entrepreneurs to young start-up creators in an online community reflect entrepreneurship traits commonly found in conceptual typologies. The overall goal is to contrast and evaluate existing models based on evidence from an online community. This should facilitate future studies to improve current typologies by ranking entrepreneurial traits according to perceived relevance. In order to achieve these objectives, we have conducted a "netnographic study" (i.e., the qualitative analysis of webbased content) of 96 answers to the question "What is the best advice for a young, first-time startup CEO?" on Quora.com. Relying on Quora's ranking algorithm (based on crowdsourcing of votes and community prestige), we focused on the top 50% of answers (which we shall call the "above Quora 50" category) considered the most relevant by its 2000+ followers and 120,000+ viewers. We used Nvivo as a Qualitative Data Analysis Software to code all the entries into the literature categories. These codes were then later retrieved using matrix queries to compare the incidence of traits and the perceived

Netnography

“…While some netnographers, such as Lima, Namaci, and Fabiani (2014), explicitly stated that they followed the six steps of Kozinets’ (2002) netnographic method, namely, “research planning, entrée, data collection, data analysis, ethical standards and research representation,’ others have either adapted or omitted particular steps to suit their study design.” For example, De Valck et al (2009, p. 197) explicitly stated they drew on Kozinets’ guidelines for their research objective, entrée and data collection, analysis and interpretation, and research ethics, omitting research representation. Bratucu, Radu, and Purcarea (2014) reported following five steps of netnography, entrée, data collection, data analysis, research ethics, and member checks, but omitted to report research planning.…”

“…Langer and Beckman (2005, p. 195) noted that it seemed unreasonable that ethical guidelines relating to letters to the editor published in newspapers are much less rigorous than those relating to member checking of intentionally public online postings. Furthermore, Lima et al (2014) claimed that the first and last of Kozinets six steps, namely, “making cultural entrée” and “providing opportunities for member feedback” have little relevance to passive netnographies or exploratory netnographic studies.…”

“…Despite its convenience and popularity, the increasingly common practice of restricting netnography to the passive monitoring of online communities appears to threaten the premise upon which netnographic methodology retains its qualitative rigor. For example, Langer and Beckman (2005, p. 193) stated “without denying its ethnographic relevance, it appears even more legitimate to classify or position content analysis of online communications in between discourse analysis, content analysis and ethnography,” and Lima et al (2014, p. 7) concurred noting that observational and passive netnography is a “more superficial, less immersive version” of netnography.…”

Community engagement through responsible leadership in managing pandemic: insight from India using netnography

“…Some have followed all the steps of the netnographic method, from research planning to research presentations (e.g. Lima et al , 2014), while others have either espoused netnographic procedures or excluded a particular step to accommodate their specific research (e.g. Bratucu et al , 2014).…”