Pathways of Entrepreneurial Networking: Resource Mobilisation via Social Media

In this paper, using netnographic principles we collect and analyse qualitative interviews from entrepreneurs together with their unique Instagram posts collected over a period of six months to understand entrepreneurial networking processes online. Based on our in-depth inductive analysis, we find that entrepreneurial networking for resource mobilisation online occurs in three pathways – community building, engaged networking, and imperceptible networking. Community building is the creation of relevant content that adds value and connects entrepreneurs with their network audience at an emotional level, so as to trigger the audience’s reaction and initiate engagement. Engaged networking is the concurrent process of interacting with the network audience. Finally, imperceptible networking is the process where network actors online acquire resources by engaging in lurking behaviours without contact with the network content providers. Carving out these three pathways of entrepreneurial networking, we contribute to the literature by accentuating that, first, entrepreneurs are able to gain access to the network outcomes without actual, direct interaction and contact with resource holders. Second, if direct interaction takes place, the direction in which resources flow when entrepreneurs network is modified online. Thus, there is an added direction through which networking is initiated. Thirdly, we highlight that the governance of resource exchange in networks differs online. We find that when networking online, consistency, authenticity and relatability are the ‘lubricants’ that serve as facilitators for eventual resource mobilisation.