Investigating social media as a firm’s signaling strategy through an IPO

Mumi, Atthaphon; Obal, Michael; Yang, Yi

doi:10.1007/s11187-018-0066-9

Cited by 40 publications

(43 citation statements)

References 65 publications

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“…Furthermore, other scholars found that social media reinforces the companies' relationships with several stakeholders. For example, Mumi et al (2019) indicated that there is a positive correlation between the companies' usage of social media and the initial public offering (IPO) value, thus confirming the signaling role of social media.…”

Section: Stakeholder Engagementmentioning

confidence: 92%

“…A growing number of entrepreneurs and managers are increasingly using the social media for their marketing and communications (e.g. Fischer & Reuber, 2011;Mumi, Obal & Yang, 2019). Kietzmann, Hermkens, Mccarthy and Silvestre (2011) among others, investigated the "social media phenomenon" and its significant impact on the firms' reputation, sales and survival.…”

Section: Insert Table 2 Herementioning

confidence: 99%

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The Use of Digital Media for Marketing, CSR Communication and Stakeholder Engagement

Troise

Camilleri

2021

Strategic Corporate Communication in the Digital Age

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The latest advances in digital technologies have changed the way companies communicate with their stakeholders. This chapter explores the businesses' usage of digital communication channels. It focuses on their utilization of social media for marketing and promotion of products, corporate social responsibility (CSR) practices and stakeholder engagement with financial stakeholders. An exploratory study was carried out on a sample of 167 Italian businesses. It investigated the companies' websites and their social media accounts. The findings suggest that the Italian businesses are using various social media networks for corporate communication purposes. This descriptive research shows that they are utilizing Facebook, LinkedIn and YouTube, among others, to communicate commercial information and to promote their business. Moreover, they are using Instagram and Twitter to raise awareness about their CSR initiatives. In conclusion, this chapter implies that marketers need to carefully coordinate the use of different digital tools to ensure that they reach their target audiences in an effective manner.

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Section: Stakeholder Engagementmentioning

confidence: 92%

Section: Insert Table 2 Herementioning

confidence: 99%

The Use of Digital Media for Marketing, CSR Communication and Stakeholder Engagement

Troise

Camilleri

2021

Strategic Corporate Communication in the Digital Age

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“…Recently, entrepreneurship scholars have begun exploring the impact of social media on entrepreneurial phenomena. Limited research on social media in entrepreneurship suggests that social media allows entrepreneurial firms to enhance exposure ( Mumi et al., 2019 ), mobilize resources ( Drummond et al., 2018 ), and improve innovation performance ( De Zubielqui & Jones, 2020 ). This limited research, while enlightening, is devoted almost entirely to the post-launch stage of the entrepreneurial process, where a start-up is already in existence.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…To the best of our knowledge, this is the first study on the role of social media on individuals’ entrepreneurial entry using social network theory. The research on social media in entrepreneurship area has focused on post-launch phases of entrepreneurship ( Cheng & Shiu, 2019 ; Drummond et al., 2018 ; Mumi et al., 2019 ), while research on individuals at the pre-launch stage of the entrepreneurial process is lacking. Second, our study specified a mechanism for the impact of individuals’ social media use on entrepreneurial entry via their offline network and used instrumental variables to help infer the causality.…”

Section: Introductionmentioning

confidence: 99%

Entrepreneurial entry: The role of social media

Wang

Liang

Mahto

et al. 2020

Technological Forecasting and Social Change

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Despite the exponential growth of social media use, whether and how social media use may affect entrepreneurial entry remains a key research gap. In this study we examine whether individuals’ social media use influences their entrepreneurial entry. Drawing on social network theory, we argue that social media use allows individuals to obtain valuable social capital, as indicated by their offline social network, which increases their entrepreneurial entry. We further posit the relationship between social media use and entrepreneurial entry depends on individuals’ trust propensity based on the nature of social media as weak ties. Our model was supported by a nationally representative survey of 18,873 adults in China over two years. As the first paper on the role of social media on entrepreneurial entry, we hope our research highlights and puts forward research intersecting social media and entrepreneurship.

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“…Many entrepreneurs have adopted SM and are leveraging it to obtain benefits for their businesses (Fischer and Reuber, 2011;Kietzmann et al, 2011;Mumi et al, 2019). Among these benefits, SM allows entrepreneurs to establish relationships and partnerships (Quinton and Wilson, 2016;Rathore et al, 2016), increase their communication with several stakeholders (Parveen et al, 2016) and improve the performance of their businesses (Alarc on-del-Amo et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Social media and entrepreneurship: exploring the impact of social media use of start-ups on their entrepreneurial orientation and opportunities

Troise

Dana

Tani

et al. 2021

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PurposeThe aim of this paper is to investigate how social media use (SMU) affects the entrepreneurial orientation (EO) and entrepreneurial opportunities (EOP) of start-ups.Design/methodology/approachThe hypothesis testing and analysis were conducted using the partial least squares approach to structural equation modeling (PLS-SEM).FindingsThe research shows that SMU has a strong positive impact on EOP, while it has no impact on start-ups' EO. Interestingly, the impact of SMU on EOP is stronger than the impact of EO on EOP.Originality/valueThe findings add new knowledge to the emerging research stream that focuses on SMU in the context of entrepreneurship and provides useful insights for both scholars and practitioners. In particular, the evidence suggests implications for stakeholders with regard to their firms' entrepreneurial activities. This research offers several possible avenues for future research.

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Investigating social media as a firm’s signaling strategy through an IPO

Cited by 40 publications

References 65 publications

The Use of Digital Media for Marketing, CSR Communication and Stakeholder Engagement

The Use of Digital Media for Marketing, CSR Communication and Stakeholder Engagement

Entrepreneurial entry: The role of social media

Social media and entrepreneurship: exploring the impact of social media use of start-ups on their entrepreneurial orientation and opportunities

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