University of Twente Student Theses


Social media utilization of startups over their life cycle

Wierik, T.M. te (2020) Social media utilization of startups over their life cycle.

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Abstract:Literature about social media expanded rapidly in the last decade, yet researchers have devoted little attention to social media for startups. Considering that the organizational goals of startups evolve over their life cycle, the adoption and use of social media presents challenges. First through a systematic literature review, this study aimed to identify the most recent social media strategies and tactics. These findings were validated through interviews with social media experts and through a survey it was observed whether B2C startups incorporated these strategies. Findings indicated that branding and recruitment are activities performed by all startups. Advertising, influencers and engagement are well suited for startups up to stage three. Enhancing innovation through social media is relevant for startups still in their innovation process. Differentiating between social media channels based on their most appropriate use is useful for all startups, though startups in the first stage might lack time and financial resources to do so. The strategies and tactics for these activities therefore mainly differ in terms of what resources are available in the startups. This study was unique as an in-depth study on how startups use social media over their life cycle was not performed earlier.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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