Opportunities for Social Media to Support Aspiring Entrepreneurs with Financial Constraints

Social media offers an alternative source for entrepreneurs to expand their social networks and obtain relevant resources to support their ambitions. Aspiring entrepreneurs with limited access to resources and social networks might rely more on the opportunities that social media tools offer. Aspiring entrepreneurs navigate social media to realize their economic dreams. Yet, those who face financial constraints often face challenges. Because aspiring entrepreneurs are transitioning to entrepreneurship, they must construct and even adapt to new work-role identities and new requisite skills, behaviors, attitudes, and patterns of interactions. In a re-analysis of a sub-sample of data from two empirical studies, this work examines how aspiring entrepreneurs living in a financially-constrained environment seek informational, social, and emotional support online and navigate their transition to entrepreneurship. These entrepreneurs obtained informational and emotional resources from observing other members' posts in online communities, including the next steps needed to adapt to their desired small business work roles. However, few publicly disclosed their informational or emotional needs online. We extend existing research on financially-constrained entrepreneurs' use of social media, contributing insights into how these resource-seeking practices limit their exploration of alternative entrepreneurial identities and feedback. We also contribute design implications to facilitate their online disclosure practices, including offering suggestions about ways to respond to questions and other disclosures in ways that restore trust and mitigate identity threats.

CCS Concepts: • Human-centered computing → Empirical studies in HCI.