Strategies of Adaptation of the Business of Creative Entrepreneurs of St. Petersburg to the Online Environment during an Epidemic Time

Student: Grishunina Lidiia

Faculty: Saint-Petersburg School of Social Sciences

Educational Programme: Sociology and Social Informatics (Bachelor)

Year of Graduation: 2020

The goal of current paper is to analyze how the business development strategies of creative entrepreneurs with the onset of the epidemic have changed. To identify business development strategies, the following data was analyzed: social networks of businesses and secondary data - interviews with entrepreneurs. Social networks were analyzed using the method of critical discourse analysis, while the thematic analysis was used for the interview. As a result of the work, 4 strategies were identified - those who asked for help, those who offered help, those who built closer communication with customers and those who also continued to simply sell their product online. The first three groups seem similar for the reason that the posts use "total honesty" to arouse the emotional affection of the buyer in order to cause support immediately or after the epidemic.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses