RESPONSIBLE ENTREPRENEURSHIP VISION DEVELOPMENT AND ETHICS

48 RESPONSIBLE ENTREPRENEURSHIP
Data analysis and discussion
Demographics
The valid respondents (20) range from 23 to 50 years old (45% women, 55% male), residing
in the management field (entrepreneurs, executive managers, administrators of recent startups,
marketing managers etc) as their main occupation – from the following countries: Greece
(60%), United Kingdom (5%), Australia (5%), Canada (10%) and Germany (10%), Italy (5%),
France (5%).
Construct analysis
The following constructs (1-5 Likert measurement scale) that have been tested reveal the
following outcomes:
– Perceived usefulness of DSMM practices in conducting marketing campaigns. The exclusive
number of 100% of the respondents perceive this as being important (70%) and very
important (30%).
– Perceived ease of implementation of Social Media Marketing in this case has a more
linear distribution in the sense that 20% of the respondents believe this will be very easy,
70% believe this is easy, 10% are highly neutral. However, none of the participant found it
hard or impossible.
– Behavioural intention/willingness towards engaging in DSMM campaigns: 70% of the
respondents will most likely engage in it, 20% are very keen/sure that they will engage in it,
10% are neutral/unaware.
– Perceived benefit of Massive Online Open Course (MOOC) – (such as the one developed
in the JEMSS project– however focused on entrepreneurs) in enhancement of DSMM
skills – 40% of the respondents believe there is some benefit/potential, 45% of participants
are neutral/unaware and 15% found it not so useful.
– Possession of knowledge and skills to implement DSMM practices: 80% of the respondents
feel confident that they have some skills, 15% believe that they have strong skills, 5%
are neutral.
– Barriers to applying DSMM: the most common response is competition, content writing,
finding the right tools to reach the right target group and communication.
– The relevant DSMM tools mentioned with regards to the participants occupations are:
Facebook, Instagram, Twitter, Youtube, Linked In and Google PPC
– The extent to which DSMM enables co-creation with customers: 85% of the respondents
that it takes place to some extent, 15% to a very good extent. So all the participants
believed that DSMM platforms contributed towards co-creation with customers.
– Finally 100% of participants agreed (70%) and strongly agreed (30%) that co creation
with customers through DSMM is a key to boost brand image.
Implications and limitations
Overall, the results show a good coherence of the DSMM practices with the views of
responsible entrepreneurs pointing towards the fact that this medium of advertising is becoming
more and more widely applicable. The majority of participants are keen on using this mar-