The Social Media Entrepreneurship of Inexperienced People: From the Learning Process Perspective
Hyunkyu Park, Yining Luo, Yi Yang
Academy of Management Proceedings
Myriad people with no prior experience in business and entrepreneurship education are using social media to undertake vlogging, live-streaming, and selling for financial gain. To address the puzzle about how such a large number of inexperienced people learn to become skillful social media entrepreneurs, we conduct an inductive, qualitative study on ‘daigou’ agents: a type of social media entrepreneur, often students, who perform re-selling and personal shopping through social media, such as WeChat and Weibo. First, our findings propose that inexperienced people initially use social media to engage in two forms of vicarious learning (i.e., observational learning and online acquaintanceship learning), which are both rapid and low-cost and also facilitated by general social media affordances (i.e., browsing, communication, networking, and knowledge-gathering). Through vicarious learning, inexperienced people acquire knowledge about contextual social media affordances that enable the conduct of operational tasks (e.g., product selection, advertising, receiving payments, building customer trust, complaint management, and recruitment) and model social media posts that visually illustrate the realization of contextual affordances. Second, our findings also show that social media features offer inexperienced people the capabilities to apply vicariously acquired knowledge in one or more of three forms of application: reproductive, selective, and experimental. Based on these findings, the implications for entrepreneurship studies and policy-makers/managers are discussed.
https://doi.org/10.5465/ambpp.2022.11191abstract
Affordance
Social media
Observational learning
Entrepreneurship
Perspective (graphical)
Product (mathematics)
Psychology
Public relations
Social learning
Process (computing)
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