Digital Marketing practices amongst start-up accelerators

• Autor(a) principal: Azinheiro, Marisa Filipa Ramos
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/24541
• topic: Digital Marketing; Strategy; Correlation; Accelerators; Entrepreneurship; Domínio/Área Científica::Engenharia e Tecnologia::Engenharia Mecânica

Digital Marketing (DM) is a vital marketing tool used by all types of companies nowadays. Accelerators are companies that appeared in the last few years to help start-ups grow and, just like any other company, they are using DM as well. This research explored which were the DM strategies used by accelerators. To do so, an online survey was shared amongst more than 300 accelerators across the world, whose results were analyzed by using SPSS Software. Correlation analyses and significance tests were conducted to verify the existence of relations between characteristics such as: location, type of accelerator, DM objectives of the accelerator or digital channels used to reach different audiences (e.g. start-ups, corporates, investors, universities or media). As a result of these analyses, it was verified that the number of people working full-time within the accelerator was one of the characteristics of an accelerator that influence the definition of its DM strategy. Moreover, the digital channels used more frequently by accelerators are: Website, E-mail, Facebook and Twitter. These discoveries helped designing a conceptual framework that will guide start-up accelerators while defining its DM strategy, increasing the added-value start-up accelerators bring to society.