Female entrepreneurship on social media; An analysis ofGreek female artists using Instagram for entrepreneurialpurposes

The main purpose of this thesis is to recognize the entrepreneurial identity of femaleartists today in Greece, as portrayed from their accounts on Instagram. This study uses aquantitative method to examine the ways in which artists become digital and culturalentrepreneurs. The results reveal that cultural and digital entrepreneurial identity is evidentthrough entrepreneurial marketing by female artists in Greece. The findings can also supportfuture research on the digitization of art and the entrepreneurial activities and marketingstrategies from the art world in Greece.The proposed research question of this study refers to the ways in which Greek femaleartists act as digital and cultural entrepreneurs on Instagram. The study is based on a specificsample of female artists in Greece who use Instagram to project and promote their artworks.In doing so, there are samples of entrepreneurial marketing which indicate that beside theirrole as artists they act as entrepreneurs and they are heading towards a social impact on the artworld in Greece.The “4Ps” of marketing mix were used as a method for collecting data from Instagramaccounts while for the analysis a code book was created, in order to interpret the collecteddata. The findings of this research were able to confirm that the traditional marketing mixapplies to the accounts of the five artists and also can be used in a digital and cultural context.One main limitation of this study was the number of accounts included in the research, aswell as the weaknesses of content analysis as a method itself. However, the findings can shedlight in the area of female entrepreneurship in Greece and valuable insights in how the “4Ps”of marketing can be applied in a modern context. Additionally, this research can be used as astarting point for further research on female entrepreneurship and for the application ofvarious research methods on the subject.