Unravelling a mystery: selling an entrepreneurial perspective through instagram

Claudia E. Henninger; Xiaoli Zhao; Aurelie Le Normand

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

Unravelling a mystery: selling an entrepreneurial perspective through instagram

Claudia E. Henninger, Xiaoli Zhao, Aurelie Le Normand

Fashion Business Technology

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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.

Original language	English
Title of host publication	Social commerce
Subtitle of host publication	consumer behaviour in online environments
Editors	Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
Place of Publication	Cham
Publisher	Palgrave Macmillan Ltd
Chapter	8
Pages	135-152
Number of pages	18
ISBN (Electronic)	9783030036171
ISBN (Print)	9783030036164
DOIs	https://doi.org/10.1007/978-3-030-03617-1_8
Publication status	Published - 2019

Keywords

Beauty industry
Hair extension
Instagram
S-commerce

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

Cite this

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Unravelling a mystery: selling an entrepreneurial perspective through instagram. / Henninger, Claudia E.; Zhao, Xiaoli; Normand, Aurelie Le.
Social commerce: consumer behaviour in online environments. ed. / Rosy Boardman; Marta Blazquez; Claudia E. Henninger; Daniella Ryding. Cham: Palgrave Macmillan Ltd, 2019. p. 135-152.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Unravelling a mystery: selling an entrepreneurial perspective through instagram

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Keywords

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