Entrepreneurial identity development through digital media

Sven-Ove Horst, Rita Järventie-Thesleff, Francisco Perez-Latre

Research output: Contribution to journalArticleScientificpeer-review

12 Citations (Scopus)
60 Downloads (Pure)


The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close obser- vations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strate- gic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are “solution-driven”, “purpose-driven” and “lifestyle-driven” identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.
Original languageEnglish
Pages (from-to)87-112
Number of pages26
Issue number2
Early online date18 Nov 2019
Publication statusPublished - 2 Apr 2020
MoE publication typeA1 Journal article-refereed


  • Native advertising
  • sponsored content
  • journalism
  • media quality
  • quality press
  • structural equation modelling


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