Article: The utilisation of digital media for branding start-ups Journal: International Journal of Entrepreneurship and Small Business (IJESB) 2023 Vol.49 No.4 pp.495 - 523 Abstract: The critical and irrevocably strengthening role of social media and mobile technology in brand building strategies is naturally reflected in extant literature. The latter, however, focuses on practices of established companies, without paying due attention to start-ups, and only considering specific aspects of these, such as their dynamic branding models and flexible branding processes. This paper aims at this gap and investigates how start-ups differ in their utilisation of social media and mobile technologies for branding purposes, in terms of requisite means and aims. The findings highlight visible differences between start-ups and established companies, in terms of strategic aims, use and prioritisation of benefits gained and barriers to implementation. Methodologically, the research rests on a mixed-method approach comprising interviews, secondary data, observation, expert panel control and a multiple case study of three Italian start-ups; and conceptually develops descriptive findings towards prescriptive conclusions and implications of both scholarly and industry worth. Inderscience Publishers - linking academia, business and industry through research

Title: The utilisation of digital media for branding start-ups

Authors: Demetris Vrontis; Alkis Thrassou; Milena Viassone

Addresses: Department of Marketing, School of Business, University of Nicosia, 46 Makedonitissas Avenue, CY-2417, P.O. Box 24005, CY-1700, Nicosia, Cyprus ' Department of Marketing, School of Business, University of Nicosia, 46 Makedonitissas Avenue, CY-2417, P.O. Box 24005, CY-1700, Nicosia, Cyprus ' Department of Management, University of Turin, C.so Unione Sovietica, 218/bis, 10134 Turin, Italy

Abstract: The critical and irrevocably strengthening role of social media and mobile technology in brand building strategies is naturally reflected in extant literature. The latter, however, focuses on practices of established companies, without paying due attention to start-ups, and only considering specific aspects of these, such as their dynamic branding models and flexible branding processes. This paper aims at this gap and investigates how start-ups differ in their utilisation of social media and mobile technologies for branding purposes, in terms of requisite means and aims. The findings highlight visible differences between start-ups and established companies, in terms of strategic aims, use and prioritisation of benefits gained and barriers to implementation. Methodologically, the research rests on a mixed-method approach comprising interviews, secondary data, observation, expert panel control and a multiple case study of three Italian start-ups; and conceptually develops descriptive findings towards prescriptive conclusions and implications of both scholarly and industry worth.

Keywords: digital media; mobile technologies; social media; branding; start-ups; interviews; secondary data; observation; expert panel control; multiple case study.

DOI: 10.1504/IJESB.2023.132850

International Journal of Entrepreneurship and Small Business, 2023 Vol.49 No.4, pp.495 - 523

Received: 17 Feb 2020
Accepted: 26 May 2020
Published online: 13 Aug 2023 *

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Title: The utilisation of digital media for branding start-ups

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