Exploring the impact of Social Media Influence to enhance Entrepreneurial Skills

Social media has emerged as a powerful tool that influences aspects of personal, organisational and societal activity. Within the UK, several studies have explored the relationship between social media and entrepreneurial skills development. Bakhshi et al., (2016) conducted a comprehensive review emphasising how social media facilitates knowledge management, institutional collaborations and networking, and design thinking among UK entrepreneurs. van Dijck, (2018) critically examines the cultural implications of social media, shedding light on how these platforms shape entrepreneurial mindset including creativity and innovation.  Gummerus et al., (2017) focus on customer engagement in brand communities, emphasising the role of social media in enhancing entrepreneurial skills, customer relationship management and brand building.  Thompson (2017) highlights how UK entrepreneurs leverage social media platforms to enhance their skills and access resources for business growth. The study underscores the importance of social media in fostering entrepreneurial ecosystems and enabling knowledge sharing among entrepreneurs.

These studies collectively demonstrate the significant influence of social media on the development of entrepreneurs in the UK. By facilitating knowledge exchange, providing networking opportunities, enhancing customer engagement, and fostering innovation, social media platforms play a crucial role in shaping the entrepreneurial landscape. Understanding these dynamics is essential for aspiring entrepreneurs and policymakers seeking to leverage social media effectively for entrepreneurial skill development.  With the increase in social media use, users are becoming frequently more exposed to social media influencers. A call to action from Fetter et al., (2023) recommend more research on social media influencers as a marketing tool for brands by generating content in an area of expertise that targets many followers, including entrepreneurs (Lou & Yuan, 2019).

This PhD research aims to investigate the impact of social media influence and platforms on the development of entrepreneurial skills to provide insight into how UK entrepreneurs can develop skills in communication, networking, digital marketing and innovation through social media platforms.  By examining the role of the social media influencer, the relationship between social media engagement and entrepreneurial skills will be explored. Objectives for this study are to:

1.   Explore the association between social media usage, content and influence on the development of entrepreneurial skills

2.   Identify key social media platforms and features that are most influential in shaping entrepreneurial skills

3.   Examine the role of social media in fostering networking, idea generation, and knowledge-sharing among aspiring entrepreneurs

4.  Assess the challenges and opportunities that arise from social media usage in the context of entrepreneurship and knowledge management

5.  Provide recommendations for individuals, policymakers, and organisations on leveraging social media for enhancing entrepreneurial skills.

This PhD research project will adopt a qualitative methodology to investigate the role of social media and the impact of influencers to enhance entrepreneurial skills.  The study will be conducted within an entrepreneurial eco-system that include business social media users and influencers.

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%