Entrepreneurial identity development through digital media

Abstract

The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close observations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strategic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are "solution-driven", "purpose-driven" and "lifestyle-driven" identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.

Entrepreneurial Identity: A Review and Research Agenda

“…At an individual level, motivation to become an entrepreneur serves as a primary trigger of EI. Intrinsic motivations ( n = 20) like the desire “to raise awareness of societal problems” characterizing purpose-driven EI (Horst et al, 2020, p. 99) and the desire to implement new ideas (Lundqvist et al, 2015) have been found to induce some individuals to proactively embrace entrepreneurship and EI. By contrast, others engage in entrepreneurship and adopt EI more reactively, driven by extrinsic motivations ( n = 8) and largely as a means to alleviate personal difficulties (Garcia-Lorenzo et al, 2018).…”

The effect of income prospects, social media, and environment through motivation on student entrepreneurial interests during the COVID-19 pandemic

“…Research on small businesses related to digital media is important in communicating about our business to others. Qualitative research was conducted by Horst et al (2019) on entrepreneurship to see how to run a business using social media. Developing an entrepreneurial identity is required due to changes in the media industry.…”

“…Research on the use of social media in business has been studied by several other researchers, such as Lehtisaari et al (2018), Lima et al (2019), Horst et al (2019, Omotosho (2020), Li et al (2020), Argyris et al (2020), Sigué &Biboum (2020), andFang et al (2022). The results of their research revealed that the role of social media improves the performance of SMEs and fosters innovations for business people.…”

Pola Baru Pengelolaan Media Digital Dalam Instagram @humasjogja

“…Media management is a reflective social process in which people use digital media platforms and network media to communicate with each other to create and maintain social reality. Lingren (2017) also explains that the media has become a tool, channel, platform, and strategy for obtaining, producing, and sharing various information about anything through communication and interaction (Horst et al, 2020).…”