ESMT Berlin study shows how startups can communicate to win over silent audiences online
A new study reveals how entrepreneurs can win support for their ideas from audiences who never speak up. The research shows that the way entrepreneurs engage with a few vocal participants in online discussions can crucially shape how the larger, silent audience perceives and supports their ideas.
The study “Mobilizing the silent majority: Discourse broadening and audience support for entrepreneurial innovations,” by Jamie Song, assistant professor of strategy at ESMT Berlin, has been published in the ...