Unravelling a Mystery: Selling an Entrepreneurial Perspective Through Instagram

Claudia E. Henninger (), Xiaoli Zhao () and Aurelie Normand ()
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Claudia E. Henninger: University of Manchester
Aurelie Normand: University of Manchester

Chapter 8 in Social Commerce, 2019, pp 135-152 from Springer

Abstract: Abstract This chapter provides an insight into social commerce by investigating New Hair Design, a young and dynamic business operating in the hair extension market and selling products globally. This chapter hones in on the mystery of Instagram, its drawbacks, and opportunities from an entrepreneurial perspective, thereby highlighting key implications and learning points for other new business entrepreneurs. The chapter is unique in that it provides a novel insight into the first-hand experiences of an entrepreneur and highlights how theory and praxis may not always align perfectly.

Keywords: S-commerce; Beauty industry; Hair extension; Instagram (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-03617-1_8

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DOI: 10.1007/978-3-030-03617-1_8

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