Digital social media marketing for entrepreneurs: boosting brand image and innovation potential

The diffusion of the digital era is perceived as a key driver of innovation and growth. Globalization and access to information have changed the way entrepreneurship is implemented. Such a digital driven society is implicitly drastically changing the way businesses interact with their customers and this aspect provides a key competitive advantage for entrepreneurs. Nevertheless, since DSMM practices are still in their infancy stage for entrepreneurs, there are various obstacles and acceptance issues (Royle and Laing, 2014; Beier and Wagner, 2014). One confirmed way of overcoming such obstacles is to identify the technology acceptance level of the targeted population and to suggest mitigating strategies For this purpose, one of the most utilized models for testing technology acceptance is the Unified Theory of Acceptance and Use of Technology (UTAUT) model. This paper binds together marketing studies, technology/digitalization and behavioural sciences in order to firstly understand how digital trends can boost entrepreneurs' brand image and potential for innovation and co-creation with their customers. Secondly, apply the UTAUT model on a sample of entrepreneurs in order to identify their acceptance levels of DSMM practices and assess the actual impact of DSMM practices on brand image and innovation. Finally, based on the survey findings, propose recommendations for improved implementation of DSMM practices. The results show a strong interest and perceived benefit of DSMM practices by entrepreneurs, however there is a general skill-gap and absence of information on this recent topic which needs to be properly addressed.