“…Digital media are important for entrepreneurs and startups. They enable connecting with external audiences and customers through diverse channels and modes of communication, as well as facilitate internal communication, decision-making and organisational development (Baptista, Wilson, Galliers, & Bynghall, 2017;Kraus, Palmer, Kailer, Kallinger, & Spitzer, 2019;Li, Su, Zhang, & Mao, 2017;Shen, Lindsay, & Xu, 2018). In particular, social media platforms create the space to develop brands and enhance brand loyalty in interaction with audiences (Bange, Moisander, & Järventie-Thesleff, 2019;Hidayanti, Herman, & Farida, 2018).…”