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Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?


  • Fischer, Eileen
  • Reuber, A. Rebecca


Social interaction plays a central role in effectuation processes, yet we know little about the implications for effectuation when an entrepreneur interacts via particular channels such as social media. To address this gap, our paper uses an inductive, theory-building methodology to develop propositions regarding how effectuation processes are impacted when entrepreneurs adopt Twitter. Twitter is a microblogging platform that can facilitate a marked increase in interaction. We posit that Twitter-based interaction can trigger effectual cognitions, but that high levels of interaction via this medium can lead to effectual churn. We also posit that there is one factor, perceived time affordability, that predicts the level of social interaction in which an entrepreneur engages via Twitter. Further, we propose two factors that moderate the consequences of social interaction through Twitter. These factors are community orientation and community norm adherence. Implications for our understanding of effectuation, of social interaction, and of the impact of social media on entrepreneurial firms are discussed.

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  • Fischer, Eileen & Reuber, A. Rebecca, 2011. "Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?," Journal of Business Venturing, Elsevier, vol. 26(1), pages 1-18, January.
  • Handle: RePEc:eee:jbvent:v:26:y:2011:i:1:p:1-18

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    References listed on IDEAS

    1. Read, Stuart & Song, Michael & Smit, Willem, 2009. "A meta-analytic review of effectuation and venture performance," Journal of Business Venturing, Elsevier, vol. 24(6), pages 573-587, November.
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    8. Lechner, Christian & Dowling, Michael & Welpe, Isabell, 2006. "Firm networks and firm development: The role of the relational mix," Journal of Business Venturing, Elsevier, vol. 21(4), pages 514-540, July.
    9. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
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    Cited by:

    1. Smith, Claudia & Smith, J. Brock & Shaw, Eleanor, 2017. "Embracing digital networks: Entrepreneurs' social capital online," Journal of Business Venturing, Elsevier, vol. 32(1), pages 18-34.
    2. repec:gam:jsusta:v:9:y:2017:i:5:p:734-:d:97388 is not listed on IDEAS
    3. Assumpcio Huertas & Estela Marine-Roig, 2016. "User reactions to destination brand contents in social media," Information Technology & Tourism, Springer, vol. 15(4), pages 291-315, January.
    4. repec:gam:jsusta:v:8:y:2015:i:1:p:25:d:61402 is not listed on IDEAS
    5. Yandong Wang & Teng Wang & Xinyue Ye & Jianqi Zhu & Jay Lee, 2015. "Using Social Media for Emergency Response and Urban Sustainability: A Case Study of the 2012 Beijing Rainstorm," Sustainability, MDPI, Open Access Journal, vol. 8(1), pages 1-17, December.
    6. repec:nea:journl:y:2017:i:36:p:135-163 is not listed on IDEAS
    7. Engel, Yuval & Kaandorp, Mariëtte & Elfring, Tom, 2017. "Toward a dynamic process model of entrepreneurial networking under uncertainty," Journal of Business Venturing, Elsevier, vol. 32(1), pages 35-51.
    8. repec:wsi:jecxxx:v:25:y:2017:i:02:n:s0218495817500054 is not listed on IDEAS
    9. Chen, Peng-Ting & Kuo, Shu-Chen, 2017. "Innovation resistance and strategic implications of enterprise social media websites in Taiwan through knowledge sharing perspective," Technological Forecasting and Social Change, Elsevier, vol. 118(C), pages 55-69.
    10. Jeffrey G. York & Isobel O'Neil & Saras D. Sarasvathy, 2016. "Exploring Environmental Entrepreneurship: Identity Coupling, Venture Goals, and Stakeholder Incentives," Journal of Management Studies, Wiley Blackwell, vol. 53(5), pages 695-737, July.
    11. repec:kap:jtecht:v:42:y:2017:i:2:d:10.1007_s10961-016-9517-0 is not listed on IDEAS
    12. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    13. Fischer, Eileen & Rebecca Reuber, A., 2014. "Online entrepreneurial communication: Mitigating uncertainty and increasing differentiation via Twitter," Journal of Business Venturing, Elsevier, vol. 29(4), pages 565-583.
    14. Hauke Simon & Jens Leker, 2016. "Using Startup Communication For Opportunity Recognition — An Approach To Identify Future Product Trends," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(08), pages 1-22, December.
    15. Saso Josimovski & Dimitar Jovevski, 2014. "Critical Success Factors On Company’S Business Performances Through Web-Based Social Networks," Journal Articles, Center For Economic Analyses, pages 5-12, June.
    16. Zauner, Alexander & Koller, Monika & Fink, Matthias, 2012. "Patrocínio, valorização da marca e mídias sociais," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 52(6), November.

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