Managing entrepreneurs’ behavior personalities in digital environments: A review

During the present-day digitization, entrepreneurs can make use of the great connectivity offered by the Internet. The digital entrepreneur is just a click away from any information needed, buying products, exchanging opinions on a public level, and making use of many other functions offered by the network. This power given to the entrepreneurs is of utmost importance for the good achievement of concrete actions according to their personality types and for relevant success in their entrepreneurial projects. However, the differences between digital entrepreneurs and users’ personalities and traits have made marketers aware of having to adapt their actions according to what consumers demand. In addition to keeping abreast of trends and dominant patterns, entrepreneurs should be aware of the personalities and the influence they exert on users’ behavior. In this context, the present study explores the influence of different digital entrepreneurs’ personalities on their digital behavior and usage processes. In order to identify the different roles and personalities adopted by entrepreneurs in digital environments, in this study, we undertake a systematic literature review. Based on the results, we classify 7 personalities of digital entrepreneurs that directly influence their relationship with the environment and with brands, as well as companies with digital presence. In addition, information about five classic personalities (also known as Big Five) of the digital entrepreneur are analyzed. The paper concludes with a discussion of the different processes that can be followed to find out what type of role each entrepreneur belongs to. We also discuss the issue of personal data and privacy issues on the Internet.