...Uttam Chakraborty; Santosh Kumar Biswal Purpose The use of social media is becoming increasingly important for entrepreneurial marketing as a way to gain psychological empowerment through female entrepreneurship. The participation of female entrepreneurs on social media has witnessed an increasing...

...Elena Dowin Kennedy; Alisha Blakeney Horky; Ethan Kaufmann Purpose The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This paper specifically examines how SME community members...

...Alina Sawy; Dieter Bögenhold Purpose Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of social media can lead to dark and negative consequences. This aspect has received less...

...Nihar Amoncar Purpose The paper intends to explore the role and function of citizen-led social media forums in the marketing of political discourse. Using the entrepreneurial marketing (EM) perspective of “co-creation of value”, this paper aims to explore the manner in which consumers of political...

.... Design/methodology/approach This research uses data from the state of North Carolina, examining 1,000 businesses across both rural and non-rural geographies in terms of their deployment of Web and social media marketing technologies. Further, within the rural category, analysis proceeded to ascertain...