IDEAS home Printed from https://ideas.repec.org/a/eee/eurman/v42y2024i1p23-32.html
   My bibliography  Save this article

Social media entrepreneurship: A study on follower response to social media monetization

Author

Listed:
  • Mei, Maggie Qiuzhu
  • Genet, Corine

Abstract

This paper studies a new group of entrepreneurs which has emerged on social media platforms, i.e., social media entrepreneurs. Arguing that followers are critical stakeholders in social media platforms, we examine how they respond to the monetization efforts of social media entrepreneurs. We draw on self-determination theory to explore how the authenticity of social media entrepreneurs is affected by their commercialization activities and to explore mechanisms that can help them address the authenticity penalty imposed by their followers. We use the Tanya Burr YouTube beauty and fashion channel as our empirical setting to show that sponsorship is associated with followers imposing a penalty, whereas affiliation links and own-brand promotion do not lead to a negative follower response. Our findings show that the negative effect of sponsorship on follower responses can be mitigated by revealing and concealing strategies. We discuss the contribution in terms of the digital media entrepreneurship literature and self-determination theory.

Suggested Citation

  • Mei, Maggie Qiuzhu & Genet, Corine, 2024. "Social media entrepreneurship: A study on follower response to social media monetization," European Management Journal, Elsevier, vol. 42(1), pages 23-32.
    • Handle: RePEc:eee:eurman:v:42:y:2024:i:1:p:23-32
    DOI: 10.1016/j.emj.2022.04.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0263237322000627
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.emj.2022.04.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mardon, Rebecca & Molesworth, Mike & Grigore, Georgiana, 2018. "YouTube Beauty Gurus and the emotional labour of tribal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 443-454.
    2. Yeh, Ching-Hsuan & Wang, Yi-Shun & Hsu, Jing-Wei & Lin, Shin-jeng, 2020. "Predicting individuals' digital autopreneurship: Does educational intervention matter?," Journal of Business Research, Elsevier, vol. 106(C), pages 35-45.
    3. Anonymous, 1965. "Intergovernmental Maritime Consultative Organization," International Organization, Cambridge University Press, vol. 19(1), pages 120-122, January.
    4. Anonymous, 1965. "Organization of American States," International Organization, Cambridge University Press, vol. 19(1), pages 145-150, January.
    5. Anonymous, 1965. "Organization for Economic Cooperation and Development," International Organization, Cambridge University Press, vol. 19(1), pages 150-153, January.
    6. Bruno S. Frey & Reto Jegen, 2000. "Motivation Crowding Theory: A Survey of Empirical Evidence," CESifo Working Paper Series 245, CESifo.
    7. Satish Nambisan, 2017. "Digital Entrepreneurship: Toward a Digital Technology Perspective of Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 41(6), pages 1029-1055, November.
    8. Olanrewaju, Abdus-Samad Temitope & Hossain, Mohammad Alamgir & Whiteside, Naomi & Mercieca, Paul, 2020. "Social media and entrepreneurship research: A literature review," International Journal of Information Management, Elsevier, vol. 50(C), pages 90-110.
    9. Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
    10. Anonymous, 1965. "International Civil Aviation Organization," International Organization, Cambridge University Press, vol. 19(1), pages 129-131, January.
    11. Jermain Kaminski & Christian Hopp & Christian Lukas, 2018. "Who benefits from the wisdom of the crowd in crowdfunding? Assessing the benefits of user-generated and mass personal electronic word of mouth in computer-mediated financing," Journal of Business Economics, Springer, vol. 88(9), pages 1133-1162, December.
    12. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    13. Anonymous, 1965. "Food and Agriculture Organization," International Organization, Cambridge University Press, vol. 19(1), pages 112-120, January.
    14. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    15. Nambisan, Satish & Wright, Mike & Feldman, Maryann, 2019. "The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes," Research Policy, Elsevier, vol. 48(8), pages 1-1.
    16. Oliver Alexy & Joern Block & Philipp Sandner & Anne Ter Wal, 2012. "Social capital of venture capitalists and start-up funding," Small Business Economics, Springer, vol. 39(4), pages 835-851, November.
    17. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    18. Anonymous, 1965. "International Labor Organization," International Organization, Cambridge University Press, vol. 19(1), pages 131-137, January.
    19. Paniagua, Jordi & Korzynski, Pawel & Mas-Tur, Alicia, 2017. "Crossing borders with social media: Online social networks and FDI," European Management Journal, Elsevier, vol. 35(3), pages 314-326.
    20. King, Gary & Pan, Jennifer & Roberts, Margaret E., 2017. "How the Chinese Government Fabricates Social Media Posts for Strategic Distraction, Not Engaged Argument," American Political Science Review, Cambridge University Press, vol. 111(3), pages 484-501, August.
    21. Gustafsson, Veronika & Khan, Mohammad Saud, 2017. "Monetising blogs: Enterprising behaviour, co-creation of opportunities and social media entrepreneurship," Journal of Business Venturing Insights, Elsevier, vol. 7(C), pages 26-31.
    22. Oliver Hahl, 2016. "Turning Back the Clock in Baseball: The Increased Prominence of Extrinsic Rewards and Demand for Authenticity," Organization Science, INFORMS, vol. 27(4), pages 929-953, August.
    23. Anonymous, 1965. "Warsaw Treaty Organization," International Organization, Cambridge University Press, vol. 19(4), pages 1075-1076, October.
    24. Bruno S. Frey, 1994. "How Intrinsic Motivation is Crowded out and in," Rationality and Society, , vol. 6(3), pages 334-352, July.
    25. Fiona Sussan & Zoltan J. Acs, 2017. "The digital entrepreneurial ecosystem," Small Business Economics, Springer, vol. 49(1), pages 55-73, June.
    26. Magdalena Cholakova & Bart Clarysse, 2015. "Does the Possibility to Make Equity Investments in Crowdfunding Projects Crowd Out Reward–Based Investments?," Entrepreneurship Theory and Practice, , vol. 39(1), pages 145-172, January.
    27. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    28. Tobias Bürger & Simon Kleinert, 2021. "Crowdfunding cultural and commercial entrepreneurs: an empirical study on motivation in distinct backer communities," Small Business Economics, Springer, vol. 57(2), pages 667-683, August.
    29. Frederik von Briel & Per Davidsson & Jan Recker, 2018. "Digital Technologies as External Enablers of New Venture Creation in the IT Hardware Sector," Entrepreneurship Theory and Practice, , vol. 42(1), pages 47-69, January.
    30. Anonymous, 1965. "Central Treaty Organization," International Organization, Cambridge University Press, vol. 19(4), pages 1073-1075, October.
    31. Anonymous, 1965. "Caribbean Organization," International Organization, Cambridge University Press, vol. 19(4), pages 1070-1073, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gisca, Oxana & Matinmikko-Blue, Marja & Ahokangas, Petri & Gordon, Jillian & Yrjölä, Seppo, 2024. "Legitimacy considerations in regulation for local mobile communication network business in Finland and the UK," Telecommunications Policy, Elsevier, vol. 48(9).
    2. Jie Wu & Steven Si & Zhiyang Liu, 2022. "Entrepreneurship in Asia: Entrepreneurship knowledge when East meets West," Asian Business & Management, Palgrave Macmillan, vol. 21(3), pages 317-342, July.
    3. Solano, Guadalupe & Abebe, Michael A. & Acharya, Keshab, 2024. "CEO military experience and corporate restructuring strategies," Journal of Business Research, Elsevier, vol. 182(C).
    4. Alexander Kramer & Dominik K. Kanbach, 2023. "Relationship-building in the post-acceleration phase of corporate accelerators: empirical evidence from Germany," International Entrepreneurship and Management Journal, Springer, vol. 19(2), pages 755-779, June.
    5. Jhon Wilder Sánchez-Obando & Luis Fernando Castillo-Ossa & Néstor Darío Duque-Méndez & Eduardo Carrillo Zambrano, 2024. "Design of a conceptual model of open innovation for the decentralization of the science, technology, and innovation system in Colombia from an organizational ecology perspective," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-28, December.
    6. Gisca, Oxana & Matinmikko-Blue, Marja & Ahokangas, Petri & Gordon, Jillian & Yrjölä, Seppo, 2023. "A regulatory perspective on local mobile communication network business in Europe: legitimacy considerations," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277966, International Telecommunications Society (ITS).
    7. Gisca, Oxana & Matinmikko-Blue, Marja & Ahokangas, Petri & Yrjolä, Seppo & Gordon, Jillian, 2023. "Regulatory challenges and implications of the European electronic communications code (EECC) for local mobile communication network business," Telecommunications Policy, Elsevier, vol. 47(10).
    8. Juhee Kim & Minju Shin, 2022. "What Drives Social Enterprises to Form Sustainable Values? The Effects of Normative Identity and Social Performance," Sustainability, MDPI, vol. 14(17), pages 1-14, August.
    9. repec:rfh:jprjor:v:8:y:2022:i:2:p:1-15 is not listed on IDEAS
    10. Dana Adriana Lupșa-Tătaru & Radu Lixăndroiu, 2022. "YouTube Channels, Subscribers, Uploads and Views: A Multidimensional Analysis of the First 1700 Channels from July 2022," Sustainability, MDPI, vol. 14(20), pages 1-13, October.
    11. Benlu Hai & Ximing Yin & Jie Xiong & Jin Chen, 2022. "Could more innovation output bring better financial performance? The role of financial constraints," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-26, December.
    12. Christos, Genakos & Kaplanis, Ioannis & Tagaraki, Maria Theano & Tsakanikas, Aggelos, 2023. "Firm resilience and growth during the economics crisis: lessons from the Greek depression," LSE Research Online Documents on Economics 119705, London School of Economics and Political Science, LSE Library.
    13. Denicolai, Stefano & Zucchella, Antonella & Magnani, Giovanna, 2021. "Internationalization, digitalization, and sustainability: Are SMEs ready? A survey on synergies and substituting effects among growth paths," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    14. da Fonseca, André Luís A. & Chimenti, Paula & Campos, Roberta D., 2023. "‘Take my advice’: Entrepreneurial consumers and the ecosystemic logics of digital platforms," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    15. Bijedić, Teita & Löher, Jonas & Nielen, Sebastian & Schlömer-Laufen, Nadine & Herrmann, Andrea & Zimmermann, Maximilian, 2020. "Von der Idee bis zum Gewinn - eine empirische Analyse der Entwicklungsprozesse von Neugründungen," IfM-Materialien 281, Institut für Mittelstandsforschung (IfM) Bonn.
    16. Yonggen Luo & Dongmin Kong & Huijie Cui, 2024. "Top Managers’ Rice Culture and Corporate Social Responsibility Performance," Journal of Business Ethics, Springer, vol. 194(3), pages 655-678, October.
    17. Weking, Jörg & Desouza, Kevin C. & Fielt, Erwin & Kowalkiewicz, Marek, 2023. "Metaverse-enabled entrepreneurship," Journal of Business Venturing Insights, Elsevier, vol. 19(C).
    18. Maria Rumyantseva & Catherine Welch, 2023. "The born global and international new venture revisited: An alternative explanation for early and rapid internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(7), pages 1193-1221, September.
    19. Gala, Kaushik & Schwab, Andreas & Mueller, Brandon A., 2024. "Star entrepreneurs on digital platforms: Heavy-tailed performance distributions and their generative mechanisms," Journal of Business Venturing, Elsevier, vol. 39(1).
    20. Yáñez-Valdés, Claudia & Guerrero, Maribel & Barros-Celume, Sebastián & Ibáñez, María J., 2023. "Winds of change due to global lockdowns: Refreshing digital social entrepreneurship research paradigm," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    21. Zahra, Shaker A. & Liu, Wan & Si, Steven, 2023. "How digital technology promotes entrepreneurship in ecosystems," Technovation, Elsevier, vol. 119(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:eurman:v:42:y:2024:i:1:p:23-32. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/115/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.