Digital marketing practices of start-up accelerators

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The appearance of the Internet allowed companies to discover new ways of reaching out to their customers and establish a digital connection with them. Today, Digital Marketing (DM) is a vital component of every business to do so and start-up accelerators are no exception. This paper explores DM strategies used by these entities, namely which are their DM objectives and which are the digital channels they are using to target different audiences. Correlation analysis in SPSS was used, as well as significance tests to verify the existence of relations between variables such as the organization's profile, DM objectives or DM channels. As a result of these analyses, it was possible to verify that there were, in fact, personal characteristics of accelerators that influence their DM strategies. These discoveries will help, in a next stage of the research, to design a framework which will guide start-up accelerators while choosing the DM strategy more adequate to their profile, increasing the added-value start-up accelerators bring to society.

Original languageEnglish
Title of host publicationProceedings - 47th International Conference on Computers and Industrial Engineering
Subtitle of host publicationHow Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017
EditorsM. Dessouky, A. Grilo, V. Cruz-Machado
PublisherCurran Associates, Inc.
ISBN (Electronic)978-000000000-2
Publication statusPublished - 1 Jan 2017
Event47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017 - Lisbon, Portugal
Duration: 11 Oct 201713 Oct 2017

Conference

Conference47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017
CountryPortugal
CityLisbon
Period11/10/1713/10/17

Keywords

  • Accelerators
  • Correlation analysis
  • Digital Marketing
  • Entrepreneurship
  • Strategy

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  • Cite this

    Azinheiro, M., Zutshi, A., Grilo, A., & Pina, J. P. (2017). Digital marketing practices of start-up accelerators. In M. Dessouky, A. Grilo, & V. Cruz-Machado (Eds.), Proceedings - 47th International Conference on Computers and Industrial Engineering: How Digital Platforms and Industrial Engineering are Transforming Industry and Services, CIE 2017 Curran Associates, Inc..