Open AccessHow Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?
Author(s) -
Miftahul Rozaq,
Sri Hastjarjo,
Yulius Slamet
Publication year - 2021
Publication title -
jurnal aspikom/jurnal aspikom
Language(s) - English
Resource type - Journals
eISSN - 2548-8309
pISSN - 2087-0442
DOI - 10.24329/aspikom.v6i2.936
Subject(s) - imitation , social media , meaning (existential) , process (computing) , knowledge management , qualitative research , digital media , marketing , psychology , business , public relations , computer science , sociology , social psychology , world wide web , political science , social science , psychotherapist , operating system
This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.