Enablers for end‐user entrepreneurship: An investigation on Italian food bloggers. Issue 12 (7th November 2017)

• Record Type: Journal Article
• Authors: Cuomo, Maria Teresa; Tortora, Debora; Festa, Giuseppe; Giordano, Alex; Metallo, Gerardino
• Is Part Of: Psychology & marketing. Volume 34:Issue 12(2017)
• Page Start: 1109
• Page End: 1118
• Publication Date: 2017-11-07
• Subjects: end‐user entrepreneur -- food blogger -- knowledge sharing -- value co‐creation -- virtual communities; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21051
• Languages: English
• ISSNs: 0742-6046

Abstract

Abstract: 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.