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Comparison Of The Activities Of Commercial And Social Entrepreneurs On Facebook

Author

Listed:
  • Lana Vinko

    (Ronis d.o.o.)

  • Irena Konecki

    (University of Zagreb, Faculty of Organization and Informatics)

  • Ksenija Vukovic

    (University of Zagreb, Faculty of Organization and Informatics)

Abstract

The main objective of this study is to examine the differences in Facebook usage practices between social and commercial entrepreneurs. The research is based on the official Facebook pages of six pairs of commercial and social enterprises during a period of two years, giving a total of 1046 posts for analysis. Findings reveal differences in the content and types of Facebook posts between commercial and social entrepreneurs. While commercial entrepreneurs have a clearly expressed market orientation, social enterprises strive to build the legitimacy of philanthropists and initiators of social change. There is no statistically significant difference in the number of reactions per post per follower between the two types of enterprises. However, followers' engagement is stronger among social entrepreneurs than commercial entrepreneurs. What all businesses lack is customer-generated content. Business owners could take the empirical findings into consideration when developing a strategy for managing their presence on social networks.

Suggested Citation

  • Lana Vinko & Irena Konecki & Ksenija Vukovic, 2024. "Comparison Of The Activities Of Commercial And Social Entrepreneurs On Facebook," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 33(1), pages 327-345, june.
    • Handle: RePEc:avo:emipdu:v:33:y:2024:i:1:p:327-345
    DOI: 10.17818/EMIP/2024/1.15
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    References listed on IDEAS

    as
    1. Branka Dropulic & Zoran Krupka & Goran Vlasic, 2022. "Brand Equity In A Digital Age: Systematic Literature Review," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 31(1), pages 277-302, june.
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      More about this item

      Keywords

      social network marketing; Facebook; entrepreneurship; social entrepreneurship;
      All these keywords.

      JEL classification:

      • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
      • L33 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Comparison of Public and Private Enterprise and Nonprofit Institutions; Privatization; Contracting Out
      • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
      • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
      • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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