This manuscript analyzes start-ups’ usage of different communication strategies (information, response, involvement), their underlying decision logics (effectuation, causation, strategy absence) and respective social media success. A multitude of studies have been published on the decision logics of entrepreneurs as well as on different communication strategies. Decision logics and according strategies and actions are closely connected. Still, research on the interplay between the two areas is largely missing. This applies in particular to the effect of different decision logics and communication models on social media success. Through a combination of case studies with fuzzy-set Qualitative Comparative Analysis this exploratory study demonstrates that different combinations of causal and absence of strategy decision logics can be equally successful when it comes to social media engagement, whereas effectuation is detrimental for success. Furthermore, we find that two-way-communication is essential to create engagement, while information strategy alone cannot lead to social media success. This study provides new insights into the role of decision logics and connects effectuation theory with the communication literature, a field that has been dominated by causal approaches.

该手稿分析了初创企业对不同沟通策略（信息，响应，参与）的使用，其潜在的决策逻辑（效果，因果关系，策略缺失）以及各自的社交媒体成功度。关于企业家的决策逻辑以及不同的沟通策略的大量研究已经发表。决策逻辑与相应的策略和行动紧密相连。尽管如此，有关这两个领域之间相互作用的研究仍很缺乏。这尤其适用于不同决策逻辑和沟通模型对社交媒体成功的影响。通过将案例研究与模糊集定性比较分析相结合，这项探索性研究表明，在社交媒体参与方面，因果关系和战略决策逻辑缺失的不同组合可以同样成功，而实现则不利于成功。此外，我们发现双向沟通对于建立参与至关重要，而仅靠信息策略无法带来社交媒体成功。这项研究为决策逻辑的作用提供了新的见解，并将实现理论与传播文学联系在一起，而传播文学是一个由因果方法主导的领域。而仅靠信息策略并不能带来社交媒体的成功。这项研究为决策逻辑的作用提供了新的见解，并将实现理论与传播文学联系在一起，而传播文学是一个由因果方法主导的领域。而仅靠信息策略并不能带来社交媒体的成功。这项研究为决策逻辑的作用提供了新的见解，并将实现理论与传播文学联系在一起，而传播文学是一个由因果方法主导的领域。