The document discusses two academic papers related to entrepreneurship and strategic communication. The first paper explores how Korean-American female entrepreneurs cultivate relationships and build social capital on social media. It finds they employ strategies like networking, sharing tasks, and cultural interest. Relationship cultivation and social capital are important for overcoming challenges of limited networks. The second paper examines how a health tech startup constructs its narrative identity. It identifies key factors like cohesive storytelling and multiple voices. The startup strategically shapes perceptions through social media narratives emphasizing clean air, well-being, and work efficiency. Organizational identity evolves from expansion and vigilance narratives. Both papers provide insight into relationship-based communication strategies and identity

1. Shanghai Jiao Tong University - SJTU
S c h o o l o f M e d i a a n d C o m m u n i c a t i o n
F a r d i n A y a r
10-Oct.2023

2. Professors: Dr. Dongjing Kang
Presenter: Fardin Ayar, ID:022200990008
Class: JC8603 New Media Management
2
Entrepreneurship, Campaigns, & Strategies

3. C O N T E N T
Introduction to discussion topic
1
2
3
4
Theoretical framework
Discussion questions
Method
3
Result
4

4. Introduction
The first study delves into the qualitative exploration of relationship-
building, social capital, and the role of social media within the economic
context, specifically focusing on Korean-American Female Transnational
Entrepreneurs (FTEs).
In the second study, a case study approach is employed to analyze the
development of a startup's narrative brand through the lens of Naava
Group Oy, a health technology firm.

5. S J T U
Entrepreneurship
Entrepreneurship is the process of identifying , creating, and managing a
business or venture.
Entrepreneurs are individuals who take the initiative to start businesses.
Innovation
Risk-Taking
Opportunity
Recognition
Persistence
Problem-Solving
Resource
Management
Creativity
Flexibility
Market
Understanding

6. S J T U
Campaigns
Ca mp aign is a coo rdin ated ser ies of a ct iv it ies , effo rt s , o r act io ns w ith a
sp ecif ic g o al o r o b j ective in min d .
Ca mp aign s ar e o ften u sed in va rio u s cont ext s , in clud in g mar k eting,
ad v er tising , p o litics, ad v o cacy, an d fu n d raisin g .
Marketing
Campaign
Political
Campaign
Advocacy
Campaign
Organization
al campaign
Health
Awareness
Campaign
Fundraising
Campaign

7. S J T U
Strategies
Str ateg y is a well -thou gh t-o u t p lan or app ro ach d esign ed to ach iev e sp ecific
o b j ectives o r g o als .
S tr ateg ies ar e typ ically d ev eloped in v arious f ields and co nt exts , in clu ding
b u sin ess, military, sp o rts, an d p erso n al life .
Clear Objectives
Long-Term Vision
Resource
Allocation
Flexibility
Risk Management
Competitive
Advantage
Tactics
Monitoring and
Evaluation
Alignment

8. The paper explores how Korean-American Female
Transnational Entrepreneurs (FTEs) cultivate
relationships with their publics and identify and
build social capital on social media.
- The paper highlights the significance of relationship
cultivation and social capital in the context of
entrepreneurship.
- Social media plays a critical role in entrepreneurial
communication.
Relationship Cultivation and Social Capital: Female Transnational
Entrepreneurs’ Relationship-Based Communication on social media
Paper 1

9. Relationship cultivation
Refers to the ongoing process of nurturing and strengthening relationships with individuals or
groups, often with the goal of building trust, rapport, and mutual understanding.
This concept is relevant in various contexts, including personal relationships, professional
networks, business partnerships, and community involvement.

10. Paper Unique Focus
The paper emphasizes the importance of relationship-based communication strategies for
entrepreneurs, particularly FTEs. While previous research on social media in entrepreneurship has
mostly focused on message-based communication (e.g., content creation).
The study primarily focuses on FTEs with small businesses using social media as key tools.

11. Female Transnational Entrepreneurs Challenges
 The paper underscores that FTEs, who are first-generation immigrants, face
unique challenges due to their limited networks and resources in their host culture.
 These challenges include the "liability of foreignness" and the influence of their
transnational connections.
Limited
network
Resources
Liability of
foreignness

12. Theoretical framework
 The study employs a theoretical framework that draws from organization-
public relationships (OPRs):
Relationship
cultivation strategies
Social capital
theory
Transnational
female
entrepreneurship

13. Relationship Cultivation Strategies
The authors identifies various relationship cultivation strategies employed by FTEs
on social media, including:
Networking
Sharing
tasks
Being
unconditio
nally
supportive
Employin
g win-win
or no-deal
tactics

14. Relationship Cultivation Strategies
The paper identifies new relationship cultivation strategies that are specific to FTEs, including
Shared
identity
Proactive
outreach social
relationships
Cultural
interest

15. Social Capital and Entrepreneurship
The paper highlights that social capital theory is widely studied in entrepreneurship research.
Social capital is defined as the resources derived from one's network of relationships.
For entrepreneurs, social capital can be obtained at both individual and institutional levels

16. Social Capital and social media
The paper explores how social media platforms can serve as tools to build and
strengthen social capital for entrepreneurs.
Social media allows entrepreneurs to enhance their digital networks, create both
bonding and bridging social capital, and leverage their identity, knowledge base, and
social network to foster relationships and opportunities.

17. Research Questions
The paper addresses several research questions, including:
Q1: Who are the key publics for Korean American FTEs?
Q2: How do Korean American FTEs cultivate relationships
with their key publics?
Q3: How do they identify and build social capital on social
media?

18. C O N T E N T
Theoretical Implications
 This study contributes to the fields of strategic communication,
public relations, and entrepreneurship by integrating insights
from relationship management, social capital, and transnational
entrepreneurship.
 It presents a framework that combines relationship management
and Organizational Public Relations (OPRs) to analyze the
relationship-based strategic communication efforts of female
transnational entrepreneurs (FTEs).

19. C O N T E N T
Practical Implications
 The study introduces an open-system approach, considering
organizational factors (business size), cultural factors (transnational),
and individual factors (identity).
 Entrepreneurs, particularly immigrant entrepreneurs and women
entrepreneurs, can benefit from the insights provided in this study.
Business size Transnational Identity

20. Discussion session
• What are the challenges faced by the first generation of
Transnational Migrant Female Entrepreneurs (FTEs) in foreign
countries during their activity and implementation of their strategies
in social media? F
D&Q I
• How are social and organizational capitals built and contribute to
Transnational Migrant Female Entrepreneurs (FTEs) business
success? C
D&Q II
• How does cultural heritage and business identity relate to the social
capital development of transnational Korean American women
entrepreneurs (FTEs) during their stay in the United States? What
lessons can other entrepreneurs learn from the role of cultural
factors in entrepreneurship? C
D&Q III

21. Method
In-depth Interview
 The main data for this study will be collected through online semi-structured in-
depth interviews with open-ended questions.
 In-depth interviews were conducted offline with 5 participants, other interviewee
recorded trough Zoom meeting.
 The interviews will be conducted with the permission of the interviewees who
sign a consent form.
 San Francisco Bay Area
Qualitative approach

22. S J T U
1 2 3 4 5
Semi –
Structured
Interview,
Inform
consent
Collect
data,
Offline and
online
Verbatim
transcriptions
Analysis
data
Atlas.ti
Coding,
Classification,
Links and
Themes
Procedure
22

23. Ethical Considerations
Several important ethical standards were considered in this study:
 Study participants were fully informed about the research protocol.
 Institutional Review Board (IRB).
 Interviewees know that they will not face physical and mental harms.
 To avoid missing important cultural details, data analysis was assisted by the Korean
author’s field notes.

24. C O N T E N T
24
Result
The study’s result demonstrate that business owners have a distinctive group
of essential audiences for their enterprises.
Three essential relationship-building techniques are used: steadfast support,
reciprocal control in partnerships, and a focus on sincere two-way
communication on social media.
FTEs used techniques like networking, unwavering support, task sharing,
and the maxim "win-win or no deal."
Social interactions rather than para social ones, shared cultural identity,
proactive outreach, and innovative techniques tailored to FTEs were all
highlighted by the study.
Social capital, structural and relational social capital, and cognitive social
capital were all detected by the study.

25. The study examines the idea of organizational
identity in relation to Naava Group Oy, a startup
in the field of health technology.
The study explores how identity narratives are
created and applied for strategic communication
goals, both internally through employee
identification narration and externally through
social media.
Narrative Start-up Identity Construction as Strategic Communication
Sanna Ala-Kortesmaa, Tomi Laapotti & Leena Mikkola
Paper 2

26. What is Start-up?
A startup is a recently founded, frequently technology-driven entrepreneurial business that
seeks to market cutting-edge.
Startup usually characterized by a lack of resources, a need for rapid expansion.
Startups frequently go through multiple development stages, and they are judged by market
penetration, user acceptance, and revenue growth.

27. Strategic Identity Storytelling
The study finds that the startup Naava Group Oy company's strategic social
media identity storytelling was carefully crafted. It included a variety of
voices that helped narrate the same story repeatedly, emphasizing the narrative
content's consistency.

28. Key Factors for Startup Identity Creation
The study highlights several key factors for the creation of a strong startup
identity, including:
Cohesiveness of identity storytelling
Voices contributing to the narrative
Content and temporal dimensions of
the stories

29. Strategic Communication in Startups
Startups, characterized by their innovation, growth, and unique challenges.
The paper emphasizes the importance of strategic communication in
startups, which is often overlooked during the early stages of company
development.

30. Organizational Identity and Strategy
The paper explores the relationship between organizational identity and
strategic communication.
It argues that strategic communication plays a vital role in shaping and
expressing an organization's identity, particularly in startups where identity
is crucial for differentiation and success.

31. Social Media's Role
Social media platforms play a important role in the construction of
organizational identity, as they provide opportunities for companies to
engage in conversations and shape stakeholder perceptions.
Startups, in particular, use social media actively for identity construction.

32. Research Questions
The study seeks to answer four research questions:
Q1: Narrative Types for Identity Construction?
Q2: Emergence of Organizational Identity from Narratives?
Q3: Employee Narratives and Organizational Identity?
Q4: Temporal Evolution of Organizational Identity?

33. Discussion session
• How much does using business narratives on social media platforms
help to highlight the identity of start-up businesses in the context of
creating organizational identity? C
D&Q I
• How does the evolution of the strategic communication of the start-
up company affect the formation of the business identity and the
growth of the company? M
D&Q II
• How important are employees' narratives of the organization's
performance in the formation of the organizational identity of start-
up companies? NK
D&Q III

34. Method
1,765 tweets from Naava's Twitter account from March 2016 to March
2020
The dataset includes 140 blog posts from Naava's website spanning from
2013 to 2020 , which were treated as stories.
Semi-structured interviews were conducted with 11 individuals associated
with the company in spring 2018.
Data collection

35. Method
 Content themes were extracted inductively, and descriptive coding was used to
organize the data into preliminary categories and subcodes.
 The interview data was treated as storytelling and aimed to uncover narratives
that depicted the company's past and future expectations.
 Twitter, due to its interactive nature, plays a significant role in the multimodality
of storytelling.
Data analysis

36. Supporting Narratives
Apart from the solution provider narrative, three other narratives are identified
in the analysis:
These narratives draw from Naava's product functions.
Qualitative approach
Clean
indoor air
Well-
being
Intelligenc
e and work
efficiency

37. Organizational Identity
The research identifies two identities within the organization:
 Naava the product
 Naava the company
"Naava" the company is described through two narratives:
1. Expansion narrative
2. Vigilance narrative
 The expansion narrative emphasizes the company's drive, growth goals, and
international dimension, while the vigilance narrative highlights the
company's success.

38. Result
The paper provides insights into how startups strategically construct and
communicate their identities.
It contributes to the understanding of the interplay between organizational identity,
strategic communication, and social media.
The paper provides insights into how Naava strategically constructs, with a particular
focus on the role of digital platforms like Twitter and the company blog.
It highlights that external communication aims to sell the company and its products,
while internal communication reflects the everyday working environment for
employees.

39. T h a n k s f o r l i s t e n i n g a n d
c o n t r i b u t i n g