STORRE
STORRE: Stirling Online Research Repository
http://hdl.handle.net/1893/33376| Appears in Collections: | Management, Work and Organisation Journal Articles |
| Peer Review Status: | Refereed |
| Title: | Understanding sporting brands and entrepreneurship using netnography and social network analysis |
| Author(s): | Fenton, Alex Parry, Keith Ahmed, Wasim Chadwick, Simon |
| Contact Email: | wasim.ahmed@stir.ac.uk |
| Keywords: | Entrepreneurship Social media Interpretivism Social network analysis sport digital netnography |
| Date Deposited: | 29-Sep-2021 |
| Citation: | Fenton A, Parry K, Ahmed W & Chadwick S (2021) Understanding sporting brands and entrepreneurship using netnography and social network analysis. International Journal of Technology Transfer and Commercialisation. |
| Abstract: | Social media offers a wealth of data to help inform and enlighten SMEs on a global scale. This study aims to demonstrate that data derived from social media networks can enhance entrepreneurship in SMEs, providing tools and guidance for entrepreneurs. We present a double case of two sporting SMEs and utilise a distinctive blend of quantitative data from social network analysis using NodeXL, followed by a qualitative analysis using Netnography to gather data. We propose that using social media data in this way can create new insights for social commerce in order for SMEs to better understand consumer interactions. |
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| Notes: | Output Status: Forthcoming |
| File | Description | Size | Format | |
|---|---|---|---|---|
| authorFinalVersion.pdf | Fulltext - Accepted Version | 1.37 MB | Adobe PDF | Under Embargo until 2024-09-29 Request a copy |
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