Social media platforms offer advantages and chances for businesses from various industries and are becoming an integral part of business strategies ( Secundo et al., 2021). Looking at the digital development of European enterprises, it is striking that one in two businesses uses social media as an online advertising tool ( Eurostat-Database, 2019). As part of these digital technologies ( Nambisan, 2017), it is social media platforms such as Facebook, Instagram and Twitter have created new foundations for entrepreneurial activity ( Sawy and Bögenhold, 2022 Troise et al., 2022 Fischer and Reuber, 2011). In recent years, digital technologies have increasingly become a basic prerequisite in the field of marketing and entrepreneurship ( Kollmann et al., 2022 Sahut et al., 2021 Olanrewaju et al., 2020), creating both new entrepreneurial opportunities ( Davidsson, 2015) and digital entrepreneurial ecosystem ( Sussan and Acs, 2017). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2022, Alina Sawy and Dieter Bögenhold.

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