Transformations  in
Business & Economics

FROM MINUS TO HERO: IDENTIFYING SUCCESSFUL ENTREPRENEURIAL FACTORS USING SEMANTIC NETWORK ANALYSIS OF YOUTUBE CONTENT
Grisna Anggadwita, Veland Ramadani, Samuel Ribeiro-Navarrete

ABSTRACT: This study aims to identify the critical factors for entrepreneurial success to rise from adversity and the process behind it based on the success stories of uploading videos on YouTube. The prospect theory is used as a starting point to understand the specific characteristics of entrepreneurial success. This study uses a qualitative method with a content analysis approach. Semantic network analysis maps complex relationships between words while retaining appropriate summaries. Five video content uploaded on YouTube were selected for analysis because they were considered to represent the purpose of this study. Visualization of the text network using Gephi, in which keywords' frequency and degree of centrality were analyzed. The results of the data analysis led to the extraction of four main proposed themes: personal factors, entrepreneurial starting, entrepreneurial development, and perception of success, which were significant determinants of entrepreneurial success. In addition, the findings show that the key factors, including triggers, how to start, motivation, strategy, requirements, principles, success, social support, and business ideas, are essential and influential features in entrepreneurial success. By applying semantic network analysis, this study provides a new method that provides knowledge and insight from YouTube video uploads, especially learning from stories of entrepreneurs' struggles in achieving success.

KEYWORDS:  entrepreneurial success, success story, text analysis, prospect theory, YouTube video

JEL classification:  L25, L26, O32.