Antecedentes do uso de mídias sociais e seus efeitos na resiliência e inovação de startups

Mikaéli da Silva Giordani; Daiani Schlup; Ilse Maria Beuren

doi:10.14211/regepe.esbj.e2062

Authors

Mikaéli da Silva Giordani mikagiordani@hotmail.com
Programa de Pós-Graduação em Ciências Contábeis, Universidade Regional de Blumenau (FURB), Blumenau, SC, Brasil
https://orcid.org/0000-0002-4871-7858
Daiani Schlup daianischlup@gmail.com
Programa de Pós-Graduação em Ciências Contábeis, Universidade Regional de Blumenau (FURB), Blumenau, SC, Brasil
https://orcid.org/0000-0002-8052-6250
Ilse Maria Beuren ilse.beuren@gmail.com
Programa de Pós-Graduação em Contabilidade, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil
https://orcid.org/0000-0003-4007-6408

DOI:

10.14211/regepe.esbj.e2062

Keywords:

Social media, Organizational resilience, Innovation

Abstract

Objective of the study: Examine which antecedent factors favored the use of social media and which, substantiated in the organizational resilience, provoked innovation in startups in times of pandemic. Methodology/approach: A survey was carried out on startups located in the South and Southeast regions of Brazil, listed on the StartupBase, obtaining 119 questionnaires answered by the managers. Structural equation modeling was used for the analysis of the hypotheses. Main results: The environment, measured by external pressure, and the organizational, measured by the dimensions of internal readiness and strategic benefits, figure as antecedents of the use of social media. The use of social media has a direct and positive effect on organizational resilience and, mediated by organizational resilience, has positive effect on innovation. Theoretical/methodological contributions: The literature is expanded by analyzing antecedents and consequences of the use of social media, particularly related to the capacity for organizational resilience and the promotion of innovation. Relevance/originality: Empirical evidence indicates that social media can help develop resilience in startups and, consequently, promote innovation in times of pandemic. Social/management contributions: The focus on social media revealed that it can generate benefits in periods of restrictions, since the use of social media substantiated in organizational resilience enables interaction and value creation.

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Author Biographies

Mikaéli da Silva Giordani, Programa de Pós-Graduação em Ciências Contábeis, Universidade Regional de Blumenau (FURB), Blumenau, SC, Brasil

is a PhD student in Accounting and Administration at the Graduate Program in Accounting at the Regional University of Blumenau (FURB). She holds a master's degree from FURB and graduated from the Integrated Regional University of Alto Uruguai e das Missões. She is interested in research in the area of finance and quality of accounting information.

Daiani Schlup, Programa de Pós-Graduação em Ciências Contábeis, Universidade Regional de Blumenau (FURB), Blumenau, SC, Brasil

is a PhD in Accounting and Administration from the Regional University of Blumenau (FURB), a Master's in Accounting from FURB and a Bachelor's degree from the State University of Santa Catarina (UDESC). She is a substitute professor in the department of accounting sciences at UDESC. His areas of interest include Management Accounting, Controllership, Corporate Risk Management and Behavioral Accounting.

Ilse Maria Beuren, Programa de Pós-Graduação em Contabilidade, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil

is a PhD in Controllership and Accounting from the University of São Paulo, a Master's in Accounting from the Getúlio Vargas Foundation - RJ, a Master's in Business Administration from the Federal University of Rio Grande do Sul and a degree in Accounting from Univates. She is a professor at the Federal University of Santa Catarina. She is interested in research on the topics: management control systems, management accounting, controllership and management controls.

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