Investigating the effects of virtual social networks on entrepreneurial marketing

• Main Authors: Kambeiz Talebi, Mahnaz Behrad, Amir Ekhlassi
• Format: Article
• Language: English
• Published: Growing Science 2014-10-01
• Series: Management Science Letters
• Subjects: Virtual social networks; Entrepreneurial marketing; Structural Virtual Social Network; Interaction Virtual Social Network; Functional Virtual Social Network
• Online Access: http://www.growingscience.com/msl/msl_2014_279.pdf

This paper presents an empirical investigation to study the effects of virtual social networks on entrepreneurial marketing. The study designs a questionnaire in Likert scale based on a model originally developed by Morris et al. (2002) [Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.]. The study considers the effects of three components of virtual social network (VSN); namely structural VSN, interaction VSN and functional VSN on entrepreneurial marketing. Using structural equation modeling, the study has determined positive and meaningful effects of all three VSN components on entrepreneurial marketing.