Exploring entrepreneurs' business-related social media typologies: a latent class analysis approach

Abstract

PurposeThis paper aims to present typologies of entrepreneurs using entrepreneurs' engagement and use of social media (SM) for business purposes as a means of categorisation. Based on this categorisation, four types of entrepreneurs are proposed: the hopefuls, the assureds, the opportunists and the passengers. The emergent typology should serve as the basis for further thought and empiricism.Design/methodology/approachA two-phase quantitative opportunistic sampling approach was employed. First, entrepreneurial experts' (n = 8) structured interviews informed the survey design. Secondly, an online survey, based on theory of planned behaviour (TPB), was completed with entrepreneurs at business incubation centres (BICs) in Ireland. Latent class analysis (LCA) identified a number of entrepreneur typologies using participants' (n = 124) business-related SM activities. Differences in entrepreneurial types were explained using the TPB, trust, security and demographic variables.FindingsResults indicate that there are four distinct types of entrepreneurs based on their business-related SM activities. Once the typology was created, comparisons were conducted between each type based on the psychological drivers of the TPB. Trend differences were identified between the distinct typologies.Originality/valueThe value of this research is that the research proposes a typology of entrepreneurs categorised based on SM engagement and use. The typology can be used to identify and compare the differences between entrepreneurs based on perceptions regarding SM, abilities related to SM and the support entrepreneurs need in relation to this. This research is novel in that the research addresses calls to segment the increasingly diverse and complex entrepreneurial population using the pillars of social and digital technology as a focus. The research also provides a framework for examination and replication in other geographic and entrepreneurial settings.

Guest editorial: New technologies and entrepreneurship: exploring entrepreneurial behavior in the digital transformation era

“…The sixth study, "Exploring entrepreneurs business related social media typologies: a latent class analysis approach", by McLaughlin et al (2022), presents typologies of entrepreneurs using their engagement and use of social media for business purposes as a means of categorization. The research employes a two-phase quantitative opportunistic sampling approachbased on structured interviews with entrepreneurial experts and an online survey, based on the theory of planned behavior, with entrepreneurs at business incubation centers in Irelandand latent class analysis to identify a number of entrepreneur typologies using participants business-related social media activities.…”

“…The sixth study, “Exploring entrepreneurs business related social media typologies: a latent class analysis approach”, by McLaughlin et al . (2022), presents typologies of entrepreneurs using their engagement and use of social media for business purposes as a means of categorization.…”

Making sense of identity transitioning within the new venture creation process

“…All the entrepreneurs in this study experienced the same transitioning mechanisms, however, this research illustrated how transitioning happened slightly differently in each of the cases recognising that entrepreneurs are not a homogenous entity (McLaughlin et al. , 2022).…”

Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy

“…Additional factors, such as: (9) expertise and skill in using new technologies (Taiminen and Karjaluoto, 2015;Oji et al (2017) and ( 10) daily use of SM for personal activities (Taiminen and Karjaluoto, 2015;McLaughlin et al, 2022;Matikiti et al, 2018). According to research conducted by He et al (2017), in fact, most of the managers or owners of SMEs who used Facebook in their business for digital marketing purposes also adopted it on a personal level, declaring that keeping in touch with customers was a pleasant activity.…”

“…Additional factors, such as: (9) expertise and skill in using new technologies (Taiminen and Karjaluoto, 2015; Oji et al . (2017) and (10) daily use of SM for personal activities (Taiminen and Karjaluoto, 2015; McLaughlin et al ., 2022; Matikiti et al ., 2018). According to research conducted by He et al .…”