The role of entrepreneurial marketing in social media

Social media are increasingly emerging as a source of competitive advantage, as a means of reaching and engaging consumers, and as a source of consumer insight. This paper identifies challenges associated with the implementation of social media as perceived by senior marketers. Using a qualitative thematic analysis methodology, we identify differences between entrepreneurial and nonentrepreneurial organisations in social media implementation. It is proposed that entrepreneurial marketing may provide theoretical guidelines for implementation of social media. The paper concludes with research propositions that will test the effectiveness of entrepreneurial marketing in overcoming the implementation challenges of social media.<br />