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Leading Discussion, Entrepreneurship, Campaigns, & Strategies, JC8603, Fardin Ayar.pptx

There is two study focusing on enterpreneurship, campaigns and strantegies. 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.

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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
Professors: Dr. Dongjing Kang
Presenter: Fardin Ayar, ID:022200990008
Class: JC8603 New Media Management
2
Entrepreneurship, Campaigns, & Strategies
C O N T E N T
Introduction to discussion topic
1
2
3
4
Theoretical framework
Discussion questions
Method
3
Result
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.
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
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
Ad

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Leading Discussion, Entrepreneurship, Campaigns, & Strategies, JC8603, Fardin Ayar.pptx

  • 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