A framework for understanding the influence of the lifeworld concept on small business utilisation of LinkedIn

LinkedIn is a professional platform used as a collaborative tool by small business entrepreneurs to acquire crucial resources needed to sustain and grow their business. However, there is limited research to explain the influence of the lifeworld on entrepreneurs’ LinkedIn use. Using qualitative interviews we address this research gap. The findings reveal evidence of a developing lifeworld within LinkedIn, comprising three key components: culture, social integration, and socialisation. The core small business LinkedIn culture is endorsing and advocating for business brand within a strictly professional ethos, rejecting any deviation from this approach. Social integration is based on strategic actions to achieve the advantages sought. Socialisation aspects show that while small business entrepreneurs initially engage to promote and sell, they shift focus towards knowledge sharing and relationship building. Despite acknowledging risks, entrepreneurs prioritise maintaining their lifeworld while utilising LinkedIn’s advantages. Entrepreneurs also demonstrate altruistic behaviour through fostering relationships among users. This study highlights how evolving lifeworld dynamics can be nurtured to create value. The study lays the groundwork for further exploration of how social media is reshaping entrepreneurs’ practice and behaviour. A novel theoretical framework is introduced to better understand how lifeworld elements frame the benefits and challenges associated with LinkedIn.