The Effect of Instagram's Promotıon Function on the Entrepreneurship Decision of Entrepreneurs in Boutıque Pastry
Chapter from the book:
Çolakoğlu,
E.
&
Çetinkaya,
N.
Ç.
(eds.)
2023.
Marketing with Current Developments: Issues and Research I.
Synopsis
Technological innovations not only make business life easier, but also affect people's lives. The development of computers, the internet and smart phones has changed the way of existing businesses activities, causing them to take steps from traditional marketing to digital marketing. Along with existing businesses, newly established businesses also direct their activities on the axis of digital marketing. Social media marketing, which is an important component of digital marketing, is becoming a promotional mix component that businesses frequently use. In this study, a research was conducted on entrepreneurs operating in the field of boutique pastry in order to determine the effect of Instagram and its promotional function on the idea of entrepreneurs about being entrepreneurs. As a result of face-to-face interviews with entrepreneurs operating in the field of boutique pastry in order to learn the views of entrepreneurs on this subject in depth, it was concluded that Instagram or the promotion function of Instagram did not affect the decision to become an entrepreneur.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
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Copyright (c) 2023 Nilgün Tuzcu- Hilal Uygurtürk- Elif Mağden- A.Buğra Hamşıoğlu- M.Murat Nalcı- Bilal Ceylan- Duygu Ceylan- Fatma Bulut- Mutlu Bulut- Burak Şen- Ahmet Aydın- Yavuz Kotan- Refika Ülke Şimdi- Hilal Saadet Aktepe- Behiye Beğendik- Cihat Kartal- Özgür Musa Sungur- Gözde Akkaşoğlu- İlknur Korkmaz- Esad Kamil Tosun- Mehmet Gökerik- Cevher Özden- Özlem Şenlik- Necmiye Kapusuz- Tülin Durukan- Eda Dişli Bayraktar- Gizem Eda Gülöz- Aypar Uslu; Emre Çolakoğlu- Nur Çağlar Çetinkaya