Title: Understanding sporting brands and entrepreneurship using netnography and social network analysis

Authors: Alex Fenton; Keith D. Parry; Wasim Ahmed; Simon Chadwick

Addresses: University of Salford, Maxwell Building, Salford, M5-4WT, UK ' Bournemouth University, Talbot Campus, Fern Barrow, Poole, Dorset, BH12-5BB, UK ' University of Newcastle, 5 Barrack Rd., Newcastle upon Tyne, NE1-4SE, UK ' Emlyon Business School, 23 Av. Guy de Collongue, 69130 Ecully, France

Abstract: Social media offers a wealth of data to help inform and enlighten SMEs on a global scale. This study aims to demonstrate that data derived from social media networks can enhance entrepreneurship in SMEs, providing tools and guidance for entrepreneurs. We present a double case of two sporting SMEs and utilise a distinctive blend of quantitative data from social network analysis using NodeXL, followed by a qualitative analysis using netnography to gather data. We propose that using social media data in this way can create new insights for social commerce in order for SMEs to better understand consumer interactions.

Keywords: entrepreneurship; social media; interpretivism; social network analysis; SNA; Twitter; sport; digital; netnography.

DOI: 10.1504/IJTTC.2023.129707

International Journal of Technology Transfer and Commercialisation, 2023 Vol.20 No.1, pp.141 - 162

Received: 30 Nov 2020
Accepted: 28 Sep 2021
Published online: 21 Mar 2023 *