Table 2 Interview protocol Topics... | Emerald Publishing

Table 2

Interview protocol

Topics	Questions
Introduction Key informant’s background Startup/company presentation	What is your role in the company? How many years have you been working in this startup/When did you found this startup? How many years have you worked in this industry? What were your previous professional experiences? How many employees work in your startup? What are your main products/services? Can you describe the target you are addressing? What were the key phases in the development of your company?
Implementation of digital channels in the brand-building process	Which digital channels do you adopt in your startup’ branding strategy? On which social media does your startup have a profile? Which professional figures within the startup manage these channels? What was the role of social media in building the brand in the early stages of the startup’s launch? What is the current role of digital channels to communicate your brand’s activities?
Digital touchpoints’ objectives	What are the objectives you want to achieve on the different digital channels? What are the most used digital channels to generate brand awareness? Which channels do you adopt most to present your products/services?
Enablers and inhibitors of the brand-building process	How did you achieve these branding objectives? What were the main difficulties you encountered in achieving your branding goals? How did you try to overcome these difficulties?

Topics	Questions
IntroductionKey informant’s backgroundStartup/company presentation	What is your role in the company? How many years have you been working in this startup/When did you found this startup? How many years have you worked in this industry? What were your previous professional experiences? How many employees work in your startup? What are your main products/services? Can you describe the target you are addressing? What were the key phases in the development of your company?
Implementation of digital channels in the brand-building process	Which digital channels do you adopt in your startup’ branding strategy? On which social media does your startup have a profile? Which professional figures within the startup manage these channels? What was the role of social media in building the brand in the early stages of the startup’s launch? What is the current role of digital channels to communicate your brand’s activities?
Digital touchpoints’ objectives	What are the objectives you want to achieve on the different digital channels? What are the most used digital channels to generate brand awareness? Which channels do you adopt most to present your products/services?
Enablers and inhibitors of the brand-building process	How did you achieve these branding objectives? What were the main difficulties you encountered in achieving your branding goals? How did you try to overcome these difficulties?

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