Narrative Start-up Identity Construction as Strategic Communication
Ala-Kortesmaa, S., Laapotti, T., & Mikkola, L. (2022). Narrative Start-up Identity Construction as Strategic Communication. International Journal of Strategic Communication, 16(2), 222-238. https://doi.org/10.1080/1553118x.2022.2027772
Julkaistu sarjassa
International Journal of Strategic CommunicationPäivämäärä
2022Tekijänoikeudet
© 2022 the Authors
In this qualitative case study, positioning itself within the social constructionist approach, we aimed to investigate and interpret identity narration and organizational identity in strategic external and internal communication at the health technology startup company Naava Group Oy. By analyzing three different datasets (Twitter, blog posts, and interviews), we examined how organizational identity was emerged and which way it was strategic in storytelling and narratives. The results indicate that the startup's strategic social media identity storytelling seemed strategically crafted, as various voices were detected to narrate the same stories that repeated the same narrative content. The study also interestingly reveals that the four identities emerging from narrative storytelling were interpermeable and strongly connected to the narratives’ content. The social media narratives and identities varied slightly during the 8-year period that the datasets, in total, covered. However, the identities communicated on social media were more coherent than the internal identities expressed by employees. The findings suggest that, in strong startup identity creation, the cohesiveness of the identity storytelling, the voices that narrate the identity construction, and the content and temporal dimensions of the narrated stories are strategic key factors.
...
Julkaisija
RoutledgeISSN Hae Julkaisufoorumista
1553-118XAsiasanat
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/117535266
Metadata
Näytä kaikki kuvailutiedotKokoelmat
Lisenssi
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
Benefits and drawbacks of communication visibility : from vicarious learning and supplemental work to knowledge reuse and overload
van Zoonen, Ward; Sivunen, Anu; Rice, Ronald E. (Emerald, 2022)Purpose This study aims to examine some of the benefits and drawbacks of communication visibility. Specifically, building on communication visibility theory, the authors study how and why message transparency and network ... -
Digitization of the communication and its implications for marketing
Lipiäinen, Heini (University of Jyväskylä, 2014) -
Knowledge Brokering in an Era of Communication Visibility
van Zoonen, Ward; Sivunen, Anu (Sage Publications, 2023)This study presents an analysis of the extent to which enterprise social media (ESM) use enhances visibility of content (message transparency) and connections (network translucence) in organizations, and how this affects ... -
Brand building in startups : best practices and influence on angel investor decision-making
Reuter, Aapo (2020)Startup-yritykset ovat tärkeitä uusien työpaikkojen ja innovaatioiden synnyttäjiä. Monet niistä kuitenkin kaatuvat ennen merkittävän kasvun saavuttamista. Syitä epäonnistumisen on monia, mutta vahvan yritysbrändin on ... -
An analysis of fear factors predicting enterprise social media use in an era of communication visibility
Van Zoonen, Ward; Treem, Jeffrey W.; Sivunen, Anu (Emerald, 2022)Purpose The benefits associated with visibility in organizations depend on employees' willingness to engage with technologies that utilize visible communication and make communication visible to others. Without the ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.