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Digital Practices of Greek Small Entrepreneurship: Social Media and Self-Employment

In: Economic and Financial Challenges for Eastern Europe

Author

Listed:
  • Nancy Bouranta

    (University of Patras)

  • Maria Tsampra

    (University of Patras)

  • Giannis Sklavos

    (National and Kapodistrian University of Athens)

Abstract

The study explores the adoption of Information and Communication Technology and emerging digital marketing practices by microenterprises in Greece and, specifically, the perception of the self-employed and solo self-employed entrepreneurs for the social media as means/tools enhancing business resilience and performance in the current period of economic downturn. A sample of 418 usable questionnaires enabled exploratory and confirmatory factor analyses in order to validate the proposed constructs. The fit and predictive accuracy of the proposed model was estimated using AMOS software. Results on how Greek micro-entrepreneurs use digital marketing tools and, specifically, on whether they integrate social media into business practices illuminate important aspects of entrepreneurial motivation and perceptions and provide valuable information for both practitioners and policy makers. Interestingly, there is also a significant relation between social media usage, or lack thereof, and the industry/economic sector in which the self-employed engage.

Suggested Citation

  • Nancy Bouranta & Maria Tsampra & Giannis Sklavos, 2019. "Digital Practices of Greek Small Entrepreneurship: Social Media and Self-Employment," Springer Proceedings in Business and Economics, in: Nicos Sykianakis & Persefoni Polychronidou & Anastasios Karasavvoglou (ed.), Economic and Financial Challenges for Eastern Europe, pages 297-311, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12169-3_19
    DOI: 10.1007/978-3-030-12169-3_19
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