Sociological Examination of the Impact of Digital Platforms on Coporate Startup

Abstract

The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Our focus is on how entrepreneurs describe their products and, in turn, how that shapes the growth of their businesses. The purpose was to take a sociological scrutiny of different processes of developing identity through digital media. The specific objective of the study is to establish the factors responsible for the promotion of digital entrepreneur process amongst others. Survey research design was adopted to meet the objective. The data consists of 50 qualitative interview guide were used in the entrepreneur start-up clinic of both Association of Business Development Professional in Nigeria (ABDPIN) and Longrich Networking Entrepreneurs Webinars. Interview method was used to collect the data. Qualitative analysis was chosen because Its methods are exploratory. Findings to this objective was that the practice of strategic sparring and brand co-creation facilitate the development towards three alternative identity types. The study highlighted the need for every startup to prioritize data collection in order to understand the way to tap into intended audiences and influence them. The economic and sociological theories of entrepreneurship were adopted to help understand what motivates startups. It was concluded that as technology become more powerful, digital business platforms will emerge the leading order of business. Amongst the recommendations made was that there is need for digital startup to understand that Social Media Marketing is one of the best ways to get exposure and customers.