Rudeloff, Christian; Pakura, Stefanie; Eggers, Fabian; … - In: Review of Managerial Science 16 (2021) 3, pp. 681-712
This manuscript analyzes start-ups' usage of different communication strategies (information, response, involvement), their underlying decision logics (effectuation, causation, strategy absence) and respective social media success. A multitude of studies have been published on the decision...