Understanding sporting brands and entrepreneurship using netnography and social network analysis

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.

Keywords
Entrepreneurship; Social media; Interpretivism; Social network analysis; Twitter; sport; digital; netnography

Notes
Output Status: Forthcoming

Journal
International Journal of Technology Transfer and Commercialisation