Strategic competencies in social media management: exploring the role of entrepreneurial vision, personification and intuition
DOI:
https://doi.org/10.5585/2025.26080Keywords:
business strategy, entrepreneurial competencies, social media, small businessesAbstract
Objective of the study: To relate the manifestation of entrepreneurial competences to the strategic use of social media by small businesses.
Methodology / Approach: Mainly qualitative and deductive approach, using in-depth interviews with entrepreneurs and analysis of public documents as sources of evidence.
Originality / Relevance: The study contributes to the understanding of the entrepreneur's role in developing creative and unconventional strategies that allow them to leverage their businesses.
Main Results: This article showed that (i) strategic vision for social media, (ii) personification and (iii) media intuition are among the main entrepreneurial competencies capable of turning social media usage more strategic for business.
Theoretical and practical contributions: This study mainly contributes to theories and practices on entrepreneurial competencies and social media management. Faced with a series of entrepreneurial competencies that can be achieved by managers, whether in digital media or outside of them, it is essential to know which of those hold the greatest strategic potential for business. They are, therefore, a factor that generates greater organizational efficiency and, consequently, competitiveness.
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