IMPACT OF SOCIAL MEDIA ON ENTREPRENEURIAL NETWORKS<br />DEBASHISH MANDAL<br />MSYS – 29th March 2011<br />RESEARCH PROPOSA...
Highlights of the investigation<br />Copyright University of Waikato<br />
AGENDA FOR DISCUSSION<br />Copyright University of Waikato<br />
Structural representation of the literature<br />Hoang<br />Brüderl<br />Johannisson<br />Schutjens<br />Minniti<br />Burt...
Time line of the literature<br />Copyright University of Waikato<br />
Investigation on use of social media in organisation<br />DiMicco and Others <br />Günther and others <br />Copyright Univ...
Summary of literature on Entrepreneurial network<br />Weak and strong ties – critical for small entrepreneurs – Granovette...
Gap suggested by the literature<br />Adoption of social media different than email or website - Günther<br />Collaborative...
Investigation Methodology<br />Attended MNGT501<br />Research <br />Methodology <br />paper <br />Copyright University of ...
Action Research<br />Copyright University of Waikato<br />
Tryst with Reality<br />Copyright University of Waikato<br />
Identification of participants<br />Copyright University of Waikato<br />
Interview Questions<br />Copyright University of Waikato<br />
Theme Based Analysis – Highly Inductive<br />Data collection and analysis simultaneously continuous process <br />Copyrigh...
Content Analysis - Coding<br />Copyright University of Waikato<br />
Potential Issues to Anticipate<br />Copyright University of Waikato<br />
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IMPACT OF SOCIAL MEDIA ON ENTREPRENEURIAL NETWORKS

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This is a presentation of my Ph.D Research Proposal.
Contact email of author:
dm110@students.waikato.ac.nz

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  • Thank you for your interest in my research. However as you can see my research is directed towards very small businesses what we call as micro business. These businesses don't have any employees and are normally run by business owners with the help of family and sometimes part time employees. Your interest is in a specialized field of CSR which is predominantly concern of large business. Nevertheless social media is being used by large corporates in getting out and also receiving information from stakeholders on their CSR activities. If i come across any worthwhile information or article i shall definitely alert you about the same.
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  • Inductive theory buildingMy interest is construct a robust model specifically designed for small businessAppend/modify/add to the UTAUT or evolve new theory like Caring/Climbing/Campaigning The model will be designed in a manner which will be helpful for practitioners and academics alike. This can be done if we have a practical approach – by using action research examine the actual process of adoptionRich literature for four decades on network research – a New angle of information systems – social mediaA Mutual building of social capital in the local Hamilton RegionCapitalise on the existing social capital of the management school to source participants
  • FiveslidesStructural representation of literature – discuss two distinct set of literatureTime line – age of the literatureContrast between micro blogging and facebook applicationRole and importance of ties in entrepreneur networkGap in the literature Second part Research design – 7 slidesAction research why advantages Tryst with reality How the participants are located and persuaded to join the projectInterview questions – how they will be framed and testedTheme based data analysisContent analysis – use of NVivoFinally – Potential issues to Anticipate – primary charges for facebook like LinkedIn
  • Two distinct set of literature – has been done before by nedKock – BPI and group ware – we have one connection between ours that is of DiMicco – employees connecting with weak ties – quotes seminal work of Granovetter 1973Slotte 2010 and Hoang 2003 are literature reviews summarising the work in Network research on small businessSlotte attempts are model development based on larson and Hite See Figure 2 – Life cycle of tiesBlake Guther Meyer Riemer – MicrobloggingKaplan Boyd Hopkins literature review some Ellsion, Joinson study of facebook usage by sections of the society Fischer sole study linking entrepreneurs and Twitter
  • Most Social Media literature published in IS Conferences Intention to publish also in IS conferences results of the studyTarget should begin with Australasian Conference – closerLiterature based on most current and up to date information as evident from the date of publishing
  • The core articles are compared Common thing – tech organisations – our plan to study to simple non tech savvy more difficult – but practicalMethodology for all of them have been quite commonReputation seems to be a common construct Relationship buildingPrivacy was not a concern by DiMicco and other due to operations behind and Intranet
  • The importance of ties couldn’t better highlighted in the literatureBalance of ties suggested Jack 2005 – talks about friends of friends – a concept quite common in FacebookDo the entrepreneurs browse through the friend list of friends find resourceful friends Will the application be used for this purpose? Are they trying to connect with a whole range of ties – during their business formation years ie. Existing ties - loose ties – strong ties????Social media impact this tie maintenance unlike the address book of the email or the mobile phone!!! This is more profound since in many cases it is a public acknowledgement of a relationship – privacy concerns, reputation?Does the friend list of the Entrepreneur becomes a case of reputation – knowing the high and the established one the society?
  • The primary and the most important gap is the lack of academic work related to small business and social mediaAs highlighted earlier Fischer is the sole work linking twitter and entrepreneurs – however not small or micro businessesSocial media especially collaborative software where relationships have to be made are quite different form general email and other information technologyThe UTAUT which has proposed and tested merges 8 different such theories about technology adoptionThe profound being Rogers Diffusion theoryThere is substantial difference between use of facebook by individual users and as organisation employeesHow will the entrepreneurs use it? Will twitter be preferred since more ambiguous? Application of twitter now seems to be more on the breaking news?
  • Along with review of the Bryman and Bell – and influenced by Hine and Carson Innovative methodologies in Enterprise research – 2007This book echo’s of the view points on the advantages of Qualitative Strategy in Enterprise researchAgain repeat some of the points from the agendaMention categorically that attended the course MNGT501
  • Looks at action to bring about change of one workgroups processes by adding to the workgroups understanding of those processesUsed for both network research and also information systemsProfound changeWhat is the problem – how to use social media for improving our business We are able to analyse the problems faced by the small business ownersat process levelExtremely focused looking towards the future We learn constantly by trouble shooting the various problems using facebook!
  • Ontology is reality (nature of reality) Epistemology is the relationship between that reality and the researcher (how knowledge about that reality is sought) Constructivism and critical theory – perception is realityRealism – perceptions are windows on to reality – to that blurry external realityPositivism does not all the researcher to work with dynamic phenomenaNo allowance for the contribution of relatively unobservable realities – followers belief in a leaderPrimarily deductive – exploring direct cause and effect outcomesExclusive of discovery dimension!World is constructed by people Eg. Of levi Jeans Relativism is at heart of constructivism and critical theoryProblem with multiple realities – Jews Holocaust exampleIn particular constructivism and critical theory are not suitable in enterprise research about an organisation having to survive within a market because marketing managers have to deal with a world that is external, that is out there and does not particularly care about the perceptions of an individual managerRealism consists of abstract things that are born out of people’s mind but exist independently of any one personLargely autonomous though created by usMechanisms of structures within a social context that do exist “our there”Not straight forward like physical scientist – example of bridgeCausal tendencies A may sometimes cause B but the not always Exacerbated by the ability of people to change their behaviour after reflecting upon itMuch of academic theorising about enterprises is done with realism
  • The process is pretty must straight forwardWe have already established contact Businesses are eager for any help they may get using facebookThey are interested to know how to increase their facebook fansWe promise to train them how to promote their business by interacting in various public pagesCapitalise on the social capital of the management school
  • Sample questions form DiMicco has been attached as a Appendix DI am hoping to obtain questions and transcripts of focus groups to provide insights in to how these investigations were conductedRationale behind selecting a particular questionSince these investigations are not specifically for small businesses The questions have to be adapted for small businessesSecond the investigations of DiMicco and others has been behind firewall – privacy was not a big issue So we shall need to focus on the privacy themeThe questions shall be pilot tested on our sample participantsA sample question set has been developed which needs further polishing before pilot testing Once they have been tested and found suitable Data collection process shall begin for data collection from other participantsHowever, as the process continues the questions will be added, changed modifiedTo get a better perspective we shall also interview the customers or prominent people who interact largely on the business pageA suitable question set has to be developed to capture outside perspective
  • Our intention is on theory development – Hence Theme based analysisThis is highly inductive since the themes emerge from the data rather than I imposing a theme on the data collection processCyclical – process continues still saturation is achieved If required software confirmation using the NVivo process maybe employed
  • This will be used largely to process the large amount of blogs groups and facebook pagesData will be mined and then processed in the softwareWill be mostly based on the themes emerging from the interviews – Have discussed with Mr. David Williams for training on use of the softwareLibrary does not have the expertise
  • And will continue to be so – maybe they start charging like linkedInHence it is of outmost importance to construct the page at the first go itselfOne of our interview questions would also be directed at whether they would pay to maintain a fan pageIn face we have used this as a source of important factor for participants to decide quickly on establishing a facebook pageWe also offer training on use and how to promote the pageOff course their will be failures and to circumvent that we want to contact as many participants as possible LinkenIn basis features are free but then not that hugely popularApplication is quite limited – but then a feasible History says that due to anti-trust none of the companies got closed downEven google got away with the digital library of books scanning copyright books and making them partially available on the web!
  • IMPACT OF SOCIAL MEDIA ON ENTREPRENEURIAL NETWORKS

    1. 1. IMPACT OF SOCIAL MEDIA ON ENTREPRENEURIAL NETWORKS<br />DEBASHISH MANDAL<br />MSYS – 29th March 2011<br />RESEARCH PROPOSAL PRESENTATION<br />Copyright University of Waikato<br />
    2. 2. Highlights of the investigation<br />Copyright University of Waikato<br />
    3. 3. AGENDA FOR DISCUSSION<br />Copyright University of Waikato<br />
    4. 4. Structural representation of the literature<br />Hoang<br />Brüderl<br />Johannisson<br />Schutjens<br />Minniti<br />Burt<br />Larson<br />Hite<br />Moen<br />Kaplan<br />Ellison<br />Boyd<br />Hopkins<br />Kärkkäinen<br />Fischer<br />Joinson<br />Lampe<br />Venkatesh<br />Entrepreneurial<br />Network<br />Literature<br />Social <br />Media<br />Literature<br />Slotte-Kock<br />Granovetter<br />Jack <br />Blake<br />Günther<br />Meyer<br />DiMicco<br />and<br />Others <br />Copyright University of Waikato<br />
    5. 5. Time line of the literature<br />Copyright University of Waikato<br />
    6. 6. Investigation on use of social media in organisation<br />DiMicco and Others <br />Günther and others <br />Copyright University of Waikato<br />
    7. 7. Summary of literature on Entrepreneurial network<br />Weak and strong ties – critical for small entrepreneurs – Granovetter/Burt/Others<br />Strong ties – Friends of Friends – more important for entrepreneurs – Jack<br />Life cycle of ties - variation selection retention over the phases of growth – Slotte-Kock<br />Impact of information system on ties - under-researched <br />Copyright University of Waikato<br />
    8. 8. Gap suggested by the literature<br />Adoption of social media different than email or website - Günther<br />Collaborative nature of social media requires addition in UTAUT – Günther<br />Individual users connect and maintain ties with known off line connections– Ellison, <br />Tech organisation employees connecting with weak ties - DiMicco<br />Copyright University of Waikato<br />
    9. 9. Investigation Methodology<br />Attended MNGT501<br />Research <br />Methodology <br />paper <br />Copyright University of Waikato<br />
    10. 10. Action Research<br />Copyright University of Waikato<br />
    11. 11. Tryst with Reality<br />Copyright University of Waikato<br />
    12. 12. Identification of participants<br />Copyright University of Waikato<br />
    13. 13. Interview Questions<br />Copyright University of Waikato<br />
    14. 14. Theme Based Analysis – Highly Inductive<br />Data collection and analysis simultaneously continuous process <br />Copyright University of Waikato<br />
    15. 15. Content Analysis - Coding<br />Copyright University of Waikato<br />
    16. 16. Potential Issues to Anticipate<br />Copyright University of Waikato<br />
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