A Review of Digital Brand Positioning Strategies of Internet Entrepreneurship in the Context of Virtual Organizations: Facebook, Instagram and Youtube Samples

Abstract

In the new century, the rapid transfer of information and the lack of time and physical limits by increasing the importance of information technologies, the organizations have changed the way of doing business. In this context, the field of activity where the virtual organizations formed by the expert organizations coming together and working on the internet is the trade done over the internet. The entrepreneur who wants to create differences can choose internet entrepreneurship for reasons such as low initial capital requirement, low operating expenses and access to broad markets.Virtual organizations are looking for new value-added strategies for internet entrepreneurial activities. Influenced by this change, internet entrepreneurs had to differentiate their brand positioning strategies in order to benefit from opportunities. The aim of this paper is to explain the entrepreneurship model which is new entrepreneurship model and to explain the digital brand positioning strategies of virtual organizations by giving examples from youtube, instagram and facebook. It is expected that the theoretical approach of this study will be supported with subsequent field studies and will give a direction to the researches. © 2019 The Authors. Published by Elsevier B.V.