نوع مقاله : مقاله پژوهشی

نویسندگان

• مهران رضوانی ¹
• مهرداد فروزنده ²
• کمال سخدری ³

¹ استاد دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران : m.rezvani@ut.ac.ir

² دانشجوی دکتری کارآفرینی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

³ دانشیار دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

چکیده

امروزه استفاده از رسانه‌های اجتماعی در کسب‌وکارهای کوچک و متوسط به یک الزام رقابتی تبدیل شده است. برخی پژوهشگران، کارآفرینی را فرایندی اجتماعی و چند‌مرحله‌ای می‌دانند. به همین دلیل است که کسب‌وکارها تلاش می‌کنند در طول این مراحل و با هدف بقا یا توسعۀ کسب‌وکار از مزایا و منافع رسانه‌های اجتماعی به بهترین شکل ممکن بهره‌مند شوند. ورود کارآفرینانه یکی از مهم‌ترین مراحل فرایند کارآفرینی محسوب می‌شود که کسب‌وکارها می‌توانند با بهره‌گیری از مزایای رسانه‌های اجتماعی این مرحله را با موفقیت پشت سر بگذارند. پژوهش حاضر به‌دنبال آن است که چارچوب نظری کارکرد رسانه‌های اجتماعی را در ورود کارآفرینانۀ کسب‌وکارهای کوچک و متوسط صورت‌بندی کند. این پژوهش از نظر هدف کاربردی و از منظر پژوهشی اسنادی- فراترکیب است. این پژوهش با محوریت 1608 مقالۀ پایگاه علمی اسکوپوس طی سال‌های 2016 تا 2023 صورت پذیرفته است. پس از غربال‌گری اولیه به 47 مقاله و در نهایت به 15 مقالۀ محوری برای استخراج یافته‌ها دست یافتیم. در روش فراترکیب چهار سازۀ اصلی همراه با 11 مفهوم شناسایی و سازمان‌دهی شد. نتایج این پژوهش می‌تواند به‌مثابه نقشۀ راهی برای کارآفرینان و فعالان کسب‌وکار در طول فرایند کارآفرینی و به‌ویژه مراحل اولیۀ راه‌اندازی کسب‌وکار عمل کند. از سوی دیگر چارچوب پیشنهادی می‌تواند مبنایی نظری برای پژوهش‌های آتی در بسط کاربردهای رسانه‌های اجتماعی در فرایند کارآفرینی قرار گیرد.

کلیدواژه‌ها

• رسانه‌های اجتماعی
• ورود کارآفرینانه
• کسب‌وکارهای کوچک و متوسط
• کارآفرینی

موضوعات

• مدیریت داده، اطلاعات و دانش در حوزه کسب‌وکار هوشمند

عنوان مقاله [English]

Presenting the framework of the function of social media in the entrepreneurial entry of small and medium businesses

نویسندگان [English]

• mehran rezvani ¹
• Mehrdad Forouzandeh ²
• kamal sakhdari ³

¹ Professor, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran Corresponding Author: m.rezvani@ut.ac.ir

² PhD. Student in Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

³ Associate Professor, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

چکیده [English]

Entrepreneurial entry is one of the most important stages of the entrepreneurial process that businesses can complete by taking advantage of the benefits of social media. To identify and analyze the role of social media in facilitating the entrepreneurial entry process of small and medium businesses, the current research specifically focuses on the initial stage of starting a business. This research is applied in terms of purpose and descriptive-documentary in terms of research. This research is based on 1608 articles from the Scopus scientific database from 2016 to 2023. After the initial screening, we found 47 articles and finally 15 central articles for extracting findings. The findings show that social media, by providing facilities such as networking, digital marketing and access to information, play a central role in reducing the risk of entering the market, increasing awareness of business opportunities and building relationships with stakeholders. This research identified four main structures including social networking, brand management, customer acquisition and organizational learning, along with 11 key concepts. The proposed theoretical framework of this research can be used as a road map for entrepreneurs and a strong theoretical foundation for future research in this field.

Introduction

Entrepreneurship is a social process where entrepreneurs utilize market opportunities with available resources. The process includes pre-startup (identifying opportunities), startup (business planning), and post-startup (investment development) stages. Successful entry into entrepreneurship requires information and access to resources, with social media emerging as a valuable tool for acquiring market information. Social media allows entrepreneurs to gain knowledge about customers, identify opportunities, and manage relationships effectively.
Early startup stages involve proving product quality, attracting customers, and establishing a brand for growth. Factors like customer feedback, technology use, and digital skills are key to success. Networking plays a significant role in entrepreneurial success, with social media enhancing networking capabilities. Entrepreneurs can expand their networks, access resources, and manage relationships effectively using social media platforms.
The use of social media has transformed how entrepreneurs interact, identify opportunities, and engage with stakeholders. Leveraging social media features can enhance business activities. However, there is a gap in understanding the functions and practices of social media in the entrepreneurial entry stage. It is essential for entrepreneurs to understand and utilize social media effectively to achieve their business goals in the rapidly changing and competitive environment.
Research Question(s)
The main questions of this research are:
What is the function of social media in the entrepreneurial entry of small and medium-sized businesses?
What factors affect the function of social media in the entrepreneurial entry of small and medium-sized businesses?

Literature Review

A comprehensive review of literature identifies multiple levels influencing entrepreneurial entry. At the individual level, factors such as education, knowledge, family background, and certain psychological traits—like the desire for independence and social contribution—play critical roles. Entrepreneurship education and cognitive skills are particularly significant in fostering entrepreneurial intentions. At the macroeconomic level, taxation stands out as a key determinant; variations in tax rates and policies can significantly influence the decision to pursue entrepreneurship. Additionally, geographical factors, including proximity to relevant industries and local resources, can either facilitate or inhibit entry into specific markets. Lastly, the required capital and skill levels in various industries also influence the ease of starting new ventures, with some markets favoring those with specialized skills.

Methodology

The method of this research is qualitative, using meta-synthesis. This research focused on analyzing articles from the Scopus scientific database to investigate the role of social media in entrepreneurial entry. Using a structured approach with multilayer filters, relevant studies were filtered based on source type, document type, language, subject area, and year of publication. A keyword search yielded 1608 articles, which were narrowed down to 47 based on relevance. Following a detailed examination of titles and abstracts, 15 articles were selected for their strong alignment with the research question. The analysis identified key concepts related to social media's functions in entrepreneurship, categorizing them into central functions such as communication, marketing, finance, strategic development, and value creation. To ensure the reliability of the findings, a coding agreement method was applied between two independent coders, resulting in a reliability coefficient of 86.6%, indicating very good reliability of the analysis.

Results

Social media is crucial for entrepreneurs, providing networking and marketing opportunities. It helps create diverse networks, engage directly with customers, and gather competitive intelligence. By being present on social media, companies can receive feedback, turn customers into brand advocates, and boost loyalty and revenue. Positive customer experiences enhance brand image and awareness, increasing profitability. Social media platforms enable businesses to create cost-effective promotional content, engage with customers, and drive web searches through viral marketing. It benefits small and medium-sized enterprises by promoting repeat purchases and boosting revenue. Additionally, social media is valuable for crowdfunding campaigns and refining offerings based on customer trends. Overall, social media significantly influences entrepreneurial processes, enhancing effectiveness and opportunity recognition. It also empowers women entrepreneurs in developing nations by fostering innovation and networking opportunities, ultimately improving business performance and competitiveness.

Discussion

This study focused on how social media is used in the early stages of starting a business. It found that social media has 15 basic functions that can help entrepreneurs achieve their goals. By understanding and utilizing these functions, businesses can overcome challenges they face in the beginning stages. The study highlights the importance of paying attention to social media in entrepreneurship, as its impact can vary depending on factors such as company size, industry, and how it is used. While social media can have positive effects on entrepreneurship, it can also have negative consequences if not used properly. The functions of different social media platforms in entrepreneurship also differ based on various factors.

Conclusion

The study aimed to create a framework for understanding the functions of social media in entrepreneurship. Social media was found to have many advantages in supporting entrepreneurial activities. The proposed framework can help entrepreneurs use social media effectively to achieve their business goals. Previous studies focused on specific functions of social media in entrepreneurship, but this study provided a more comprehensive overview. By considering variables like business size and industry, the study explored the complex interaction between social media and the entrepreneurial process. Future research could further categorize and explore the functions of social media in entrepreneurship, considering the element of time and expanding the scope for a more comprehensive framework.
Keywords: Social Media, Entrepreneurial Entry, Small and Medium Businesses, Entrepreneurship.
 
 
 

کلیدواژه‌ها [English]

• social media
• entrepreneurial entry
• small and medium businesses
• entrepreneurship