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Enablers for end‐user entrepreneurship: An investigation on Italian food bloggers
Author(s) -
Cuomo Maria Teresa,
Tortora Debora,
Festa Giuseppe,
Giordano Alex,
Metallo Gerardino
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21051
Subject(s) - passion , virtuous circle and vicious circle , accidental , entrepreneurship , sociology , psychology , business , advertising , public relations , marketing , political science , social psychology , economics , macroeconomics , finance , physics , acoustics
This article examines unconventional entrepreneurship (accidental or end‐user entrepreneurs) to determine whether the decision‐making phase of the entrepreneurial process is collective. The analysis identified a virtuous circle that links knowledge, innovation, judgment, and decision making to collective interactions built on passion, experience, and sharing. To study food bloggers as unconventional user entrepreneurs, data were collected and analyzed using netnographic analysis. A supplementary online survey of food bloggers and their followers was also performed. Three groups of food bloggers are identified: amusing, functional, and fervent. Only fervent food bloggers, thanks to the virtuous circle built on passion, experience, and sharing as enablers, can be considered accidental or end‐user entrepreneurs.