This book delves into the dynamic field of start-up and entrepreneurial communication, addressing a significant research gap. It examines central areas of discourse, exploring the intricate balance between a start-up's brand, identity, and strategic communication, as well as the crucial role of internal communication.

Alexander Godulla is Full Professor at the Institute for Communication and Media Studies at Leipzig University, Germany. His research focuses, among other things, on the transformation and disruption of public communication, technology assessment and innovation as well as the communication of start-ups.

Linjuan Rita Men is Professor of Public Relations and Director of Internal Communication Research in the College of Journalism and Communications at the University of Florida, USA. Her research interests include internal communication, leadership communication, emerging technologies, and entrepreneurial communications.

Introduction: Start-up and Entrepreneurial Communication Section 1: Theoretical Approaches to Start-up and Entrepreneurial Communication 1. Analogies in Entrepreneurial Communication and Strategic Communication: Definition, Delimitation of Research Programs and Future Research 2. Conditions of One-Way and Two-Way Approaches in Strategic Start-Up Communication: A Qualitative Comparative Analysis (QCA) 3. Relationship Cultivation and Social Capital: Female Transnational Entrepreneurs' Relationship-Based Communication on Social Media Section 2: Start-up Brand, Identity and Strategic Communication 4. Assembling the Start-up Brand: A Process Framework for Understanding Strategic Communication Challenges 5. Narrative Start-up Identity Construction as Strategic Communication 6. Carving Start-up Character: Effects of Symmetrical Communication on Start-up Corporate Character, Customer-start-up Identification, and Customer Advocacy Section 3: Internal Communication for Start-ups 7. The Role of Internal Communication in Start-ups: State of Research and Practical Approaches 8. Welcoming Newcomers in Start-Ups: Challenges for Strategic Internal Communication 9. Understanding Start-up Employees' Communicative Behaviors on an Employer Review Website: A Comparison of TikTok and Snapchat Section 4: Start-up Crowdfunding and Strategic Communication 10. The Use of Crowdfunding and Social Media Platforms in Strategic Start-up Communication: A Big-data Analysis 11. Persuasive Reasons in Crowdfunding Campaigns: Comparing Argumentative Strategies in Successful and Unsuccessful Projects on Kickstarter