Journal of Research in Marketing and Entrepreneurship最新文献

{"title":"Microentrepreneurs in the gig economy: who they are, what they do, and why they do it","authors":"Robert A. Peterson, Victoria Crittenden","doi":"10.1108/jrme-04-2024-0096","DOIUrl":"https://doi.org/10.1108/jrme-04-2024-0096","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Gig microentrepreneurs are individuals who have embraced short-term gigs as an entrepreneurial agency for both financial and social livelihood. Based on surveys in 2020 and 2023, the research reported here presents a comprehensive, empirical portrait of two cohorts of gig microentrepreneurs. This portrait captures the similarities and differences of gig microentrepreneurs in terms of offline and online business models and the nature of gig work. Recognizing that there is not a “typical” gig microentrepreneur will help ensure that this gig business model continues to evolve without boundaries in terms of demographics, motivations and behavior and will enable marketing and entrepreneurship scholars to better assist in entrepreneurial growth and development. The purpose of this paper is to gain a better understanding of the gig microentrepreneur regardless of the nature of the gig work.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research involved two separate surveys in the USA. The first survey took place in July 2020, and the second survey took place in April 2023 after major changes had taken place in the economy and in society (e.g. the COVID pandemic). Both surveys used samples generated by Dynata, an online consumer panel company with access to more than 70 million consumers worldwide who have agreed to participate as panel members.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The surveys provided answers to questions about the demographic and behavioral aspects of gig microentrepreneurs, including who they are, the number and type of gig activities in which they participate, the financial livelihood generated from gig income, the social livelihood inherent in gig work and dissatisfaction with being a microentrepreneur in the gig economy. These findings produced insights into why individuals engage in gig activities and the positive and negative impacts of that engagement. Based on the findings, nuances and trends within the gig economy and among gig microentrepreneurs are identified and discussed.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The research limitations include lack of generalizability outside of the USA, use of panel data and survivor bias.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Consumers, gig microentrepreneurs, companies and government agencies can benefit from the growth in the gig economy. The vast array of gig activities in which gig microentrepreneurs engage clearly shows the need for an on-demand workforce. There are both economic and societal benefits to having a labor-force that can meet a breadth of demands with varying timeframes.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Whether gig microentrepreneurs are engaging in gig work to augment their income because of economic insecurity or for intrinsic reasons, the motivations and behaviors of the gig microentrepreneurs are indicative of the tale","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"27 1","pages":""},"PeriodicalIF":1.9,"publicationDate":"2024-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196959","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Prototypically small: an exploration of consumers’ small business prototypes","authors":"Michael Ryan Jenkins","doi":"10.1108/jrme-07-2023-0109","DOIUrl":"https://doi.org/10.1108/jrme-07-2023-0109","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>As consumers interact with various small businesses, they develop a mental image, called a prototype, to represent what small businesses are as a generalized, conceptual category. However, prior research has said little about what this small business prototype entails. Thus, the aim of this study is to explore consumers’ perceptions of the prototypical small business by identifying common attributes among small businesses that differentiate them from large businesses.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study undertakes a thorough review of the relevant consumer research literature for the attributes that consumers use to evaluate small businesses. Then, using a contemporary parallel analysis approach, it conducts an exploratory factor analysis (EFA) on a sample of 266 university students who were asked to evaluate how common those attributes are of small businesses. A second comparative EFA for large businesses is also conducted.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The EFA reveals two dimensions on which consumers evaluate small businesses: a sincere–authentic dimension and a disruptive–innovative dimension. Specifically, consumers view the prototypical small business to be relatively high on sincere–authentic and moderate on disruptive–innovative dimensions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Through a comprehensive literature review and exploratory analysis, this study provides a novel understanding of consumers’ conceptualizations of small businesses. In studying the mental image consumers associate with the prototypical small business, this research fills a significant gap in the existing literature and provides important insights for practitioners and researchers alike.</p><!--/ Abstract__block -->","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"27 1","pages":""},"PeriodicalIF":1.9,"publicationDate":"2024-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Female entrepreneurship and entrepreneurial ecosystems","authors":"Dana F. Kakeesh","doi":"10.1108/jrme-09-2023-0158","DOIUrl":"https://doi.org/10.1108/jrme-09-2023-0158","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.</p><!--/ Abstract__block -->","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"18 1","pages":""},"PeriodicalIF":1.9,"publicationDate":"2024-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140589235","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Entrepreneurial marketing strategies, resources and social disadvantage: exploring the role of resources and minority status among US agrofood enterprises","authors":"Jason Scott Entsminger, Lucy McGowan","doi":"10.1108/jrme-03-2023-0033","DOIUrl":"https://doi.org/10.1108/jrme-03-2023-0033","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate associations between firm resources and reliance on entrepreneurial marketing (EM) channels among agrofood ventures. It accounts for agropreneur gender and racial/ethnic status in the context of marketing channel portfolio composition. The authors examine the established assumption that resource limitations drive EM and whether socially disadvantaged status of agropreneurs is associated with marketing strategy beyond standard resourcing measures.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using 2015 Local Foods Marketing Practices Survey data, the authors apply linear regression to investigate differences in the use of EM channels, accounting for resources, social status and other factors.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Limited-resource ventures rely more on consumer-oriented channels that require EM practices. Socially disadvantaged entrepreneurs favor these channels, even when accounting for resources. Notably, ventures headed by men of color rely more on the most customer-centric local foods marketing channel.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future research should investigate how social and human capital influences the use of EM.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Entrepreneurial support policy and practice for agropreneurs should be cautious about the “double-burden” folk theorem of intersectional disadvantage and review how to best direct resources on EM to groups most likely to benefit.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper uses a unique, restricted, nation-wide, federal data set to examine relationships between resource endowments, social status and the composition of agrofood enterprises’ marketing channel portfolios. To the best of the authors’ knowledge, it is the first to include racial- and ethnic-minority status of agropreneurs and to account for intersectionality with gender.</p><!--/ Abstract__block -->","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"1 1","pages":""},"PeriodicalIF":1.9,"publicationDate":"2024-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140325912","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Integrating of FDI, institutions, ICT and logistics for promoting domestic entrepreneurship: evidence from fsQCA","authors":"Tien Dung Luu, Thuy Tien Huynh, Tuan Thanh Phung","doi":"10.1108/jrme-07-2023-0120","DOIUrl":"https://doi.org/10.1108/jrme-07-2023-0120","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to assess the relationships between foreign direct investment (FDI) and domestic entrepreneurship (DE) with the moderating role of formal institutions (FI), logistics and information communication technology (ICT) capacities.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study is based on unbalanced panel data of 53 countries from 2006 to 2020 at different stages of development, using a fuzzy-set qualitative comparative analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The research results indicate that FDI directly affects the establishment of domestic entrepreneurship. Additionally, FDI firms via the buffer mechanism of FI, logistics and ICT development for DE. Through its adjustment to the quality of institutions, logistics and ICT infrastructure, GDP per capita determines the direction of FDI's impact on DE.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study's findings grant empirical evidence and theoretical contributions to the relationship between FDI and domestic entrepreneurial development through the buffering mechanism of FI, logistics and the role of ICT.</p><!--/ Abstract__block -->","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"97 1","pages":""},"PeriodicalIF":1.9,"publicationDate":"2024-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140032872","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The promise of entrepreneurship ecosystems: a conceptual model for black American entrepreneurs","authors":"Vickie Cox Edmondson, Mostaque A. Zebal, Faye Hall Jackson, Mohammad A. Bhuiyan, Jack Crumbly","doi":"10.1108/jrme-06-2022-0081","DOIUrl":"https://doi.org/10.1108/jrme-06-2022-0081","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to set forth a conceptual model describing the actors and roles in ecosystems created to enable productive black entrepreneurship in the USA.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper provides a systematic literature review of entrepreneurship ecosystems. It further leverages such literature review by using an autoethnographic approach recommended by Guyotte and Kochacka (2016), drawing on the authors’ practical experience in studying, owning, educating or consulting employer businesses owned by persons of color in the USA and abroad.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Each actor in the ecosystem has practical wisdom and assets that can be shared and leveraged through interacting with the other actors either as role model institutions or capacity development institutions, thus mitigating social inequalities and boosting economic progress by extending entrepreneurial opportunities beyond those that are greatly resourced.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Our literature review is based on selected samples of relevant articles on entrepreneurship ecosystem research and ethnic minority entrepreneurship, and thus, is not exhaustive. The selection was partly influenced by the authors’ opinion of whether a given study was relevant or not to a black entrepreneurship ecosystem. There is the possibility that some relevant studies were excluded. Thus, other actors are encouraged to revise or adapt this model to inform their distinct roles and goals.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The proposed model can help actors involved in the operation or support of a black-owned business make optimal business decisions, enabling each actor to be instrumental in another’s understanding of how to facilitate the success of black American entrepreneurs and business owners and thus, deploy marketing campaigns to boost the visibility and role of each actor. These campaigns play a role in their entrepreneurial marketing efforts.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Responding to Gines and Sampson’s (2020) call, to the best of the authors’ knowledge, this paper is the first to explicitly provide a comprehensive black entrepreneurship ecosystem model that identifies the actors, roles and activities that can help black Americans address social inequalities that limit their ability to become a successful employer business. The proposed model may aid in deepening the theoretical discussion on entrepreneurial ecosystems and be of inspiration for the future works of scholars and practitioners interested in the entrepreneurship and marketing interface.</p><!--/ Abstract__block -->","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"64 11","pages":""},"PeriodicalIF":1.9,"publicationDate":"2023-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138520284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sourcing and cocreating course-client entrepreneurial marketing (EM) projects","authors":"Linden Dalecki","doi":"10.1108/jrme-11-2022-0141","DOIUrl":"https://doi.org/10.1108/jrme-11-2022-0141","url":null,"abstract":"Purpose After reviewing the literature focused on real-world course–client marketing projects as well as the literature regarding teaching entrepreneurial marketing (EM), the current paper assesses a census population ( N = 106) of course–client projects selected by the current author via Riipen – an online course–project matching hub – for marketing courses taught from Spring 2018 through Spring 2023. The purpose of this paper is to uncover and explore the degree of EM teaching relevance of said course projects over the five-year span indicated. Design/methodology/approach All Riipen-sourced course–client projects selected by the current author for marketing courses taught from Spring 2018 through Spring 2023 ( N = 106) were reviewed so that broad project-level and firm-level characteristics and trends – especially EM relevance – could be excavated and assessed over the five-year/10-semester span. In addition, an in-depth qualitative primacy-recency/bookend approach was taken with regards to the first semester (Spring 2018) and the most recent semester (Spring 2023). Findings The main finding is that Riipen-sourced course–client projects exhibited an increasingly high degree of EM relevance between Spring 2018 through Spring 2023. Project representatives at the founder/co-founder level or the equivalent made up only 20% of the pool in Spring 2018 yet constituted slightly over 94% of the pool by Spring 2023. Similarly, whereas only 33% of firms sourced and selected in Spring 2018 were in startup mode, fully 100% of firms selected in Spring 2023 were in startup mode. Research limitations/implications The population of 106 Riipen-sourced-and-selected course–client projects do not represent a statistically valid basis for “apples-to-apples” comparisons because: the population of projects was spread across multiple courses and across multiple semesters over a five-year span where many shifts and trends were ongoing – including impacts to course-delivery modality due to COVID-19, and it is likely that unconscious idiosyncratic biases of the current author were operant during selection. Moving forward, researchers are encouraged to pursue questions such as the following: are there statistically significant EM-related learning outcomes that differ for students paired to projects that vary across the preliminary project taxonomy detailed? Practical implications Many practical teaching recommendations regarding effective ways to source, select and integrate high-EM course–client projects into otherwise standard-issue marketing courses are made. The paper also serves as something of a primer on how best to source and adapt Riipen marketing projects. Cautionary teaching notes and recommendations based on the current author’s observations are also shared. Social implications Over the course of the five-period (Spring 2018 through Spring 2023), it was observed that a rapidly increasing percentage of firms on the Riipen platform self-identified as female-owned","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" 17","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135192665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How to flourish under constraints: imitation or innovation? The mediation role of innovation and absorptive capacity on firm performance","authors":"Mojtaba Azhdary Moghadam, Mohsen Akbari, Gholamreza Mahfoozi, Mahyar Mohaghegh Montazeri","doi":"10.1108/jrme-12-2022-0150","DOIUrl":"https://doi.org/10.1108/jrme-12-2022-0150","url":null,"abstract":"Purpose The purpose of this study is to simultaneously investigate a comprehensive analysis of the extent to which strategic orientations, namely, imitation and innovation orientations, and knowledge management affect firm performance. Design/methodology/approach Drawing on the theoretical frameworks of the resource-based view and dynamic capability theory, this scholarly inquiry has proposed a comprehensive framework that delineates the relationships amongst imitation, innovation, absorptive capacity (ACAP), innovation performance and financial performance. To scrutinize the proposed research model, bootstrap routines were used through Smart partial least squares to estimate the procedures. To collect the necessary data, a questionnaire and financial statements were acquired from a sample of 100 Iranian firms listed on the Tehran Stock Exchange. The findings of the study have important implications for both scholars and practitioners seeking to enhance firm performance through the effective utilization of imitation, innovation and ACAP. Findings The results indicate that imitation activities have directly led to the improvement in innovation performance, even in the presence of innovation and ACAP. However, the relationship has not been confirmed by financial performance. Originality/value Imitation and innovation orientations have been identified as pivotal strategic orientations that can significantly affect firm performance. As far as the authors know, this investigation represents the first comprehensive examination of both imitation and innovation activities as a critical transition in emerging markets (EMs) characterized by complex economies, such as Iran. The findings may aid firms in enhancing their performance by providing insight into the strategic importance of imitation and innovation orientations in EMs.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"79 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135584893","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach","authors":"Abrar Ali Saiyed, Ateeque Shaikh, Suruchika Gupta","doi":"10.1108/jrme-04-2022-0058","DOIUrl":"https://doi.org/10.1108/jrme-04-2022-0058","url":null,"abstract":"Purpose The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India. Design/methodology/approach This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons. Findings This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies. Research limitations/implications This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses. Originality/value This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"158 S326","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135776655","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Short video marketing strategy: evidence from successful entrepreneurs on TikTok","authors":"Huan Chen, Dalong Ma, Bhakti Sharma","doi":"10.1108/jrme-11-2022-0134","DOIUrl":"https://doi.org/10.1108/jrme-11-2022-0134","url":null,"abstract":"Purpose This study aims to delve into entrepreneurs’ perceptions and interpretations of short video marketing on TikTok. Design/methodology/approach In light of the study’s exploratory nature, a qualitative approach was used. The authors conducted in-depth interviews with 17 entrepreneurs to uncover their insights on short video marketing via TikTok. Data analysis was carried out using thematic analysis and NVivo, and rigorous measures were in place to ensure the quality of the study. Findings This study’s findings suggested that entrepreneurs’ usage of TikTok is customer-oriented, with the purposes of promoting their businesses, generating word-of-mouth and managing customer relationships. As such, the gratification of connection with their audience, entertainment and information provision needs motivate entrepreneurs’ use of TikTok for social media marketing. Additionally, entrepreneurs’ use of TikTok may also contribute to their gratification of creativity and spontaneity needs, which may otherwise be limited in the context of other social media platforms. Originality/value This study expands the previous literature on entrepreneurship, social media marketing and the uses and gratification approach by revealing the specifics, nuances and dynamics of TikTok marketing from the entrepreneurs’ emic perspective.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"252 6","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136019261","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}