BRIEF RESEARCH REPORT article
Front. Commun.
Sec. Culture and Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1643963
EXPLORING THE ROLE OF SOCIAL MEDIA IN ARTREPRENEURSHIP: INITIAL EMPIRICAL INSIGHTS
Provisionally accepted
- Marian College Kuttikkanam Autonomous, Kuttikkanam, India
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Artrepreneurship is the process of bringing an artist's creative capabilities into a physical form so that it can be commercialized widely. Social media can be used as a tool to leverage artrepreneurial ventures. The paper analyses the influence of social media on artrepreneurial practices in a purely inductive approach. The paper is based on the results of a pilot study conducted through semi-structured interviews using a phenomenological qualitative design from 15 respondents, focusing on their views on social media usage and outcomes derived. Data was analysed using NVIVO 14 based on thematic analysis, which generated the following themes: Social media usage, Artistic expression and content strategy, Audience engagement and interactions, Perceived benefits and challenges and Artrepreneurial outcomes. Findings suggest that social media acts as a catalyst in creative entrepreneurship by acting as a strategic enabler tool. The study contributes to literature on digital entrepreneurship and offers insights for future quantitative research, scale development and practical guidance for artists in the digital
Keywords: Social Media, Artrepreneurship, Creative entrepreneurship, Thematic analysis, Digital platforms
Received: 10 Jun 2025; Accepted: 16 Sep 2025.
Copyright: © 2025 George and Susan Mathew. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Maria Susan Mathew, maria.24rs@mariancollege.org
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.