Unravelling a mystery: selling an entrepreneurial perspective through instagram

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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 languageEnglish
Title of host publicationSocial commerce
Subtitle of host publicationconsumer behaviour in online environments
EditorsRosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
Place of PublicationCham
PublisherPalgrave Macmillan Ltd
Number of pages18
ISBN (Electronic)9783030036171
ISBN (Print)9783030036164
Publication statusPublished - 2019


  • Beauty industry
  • Hair extension
  • Instagram
  • S-commerce


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