Entrepreneurial Mentors: YouTube in Building Digital Communities

This study aims to analyze the perceptions of the narrative audience about the processes for the creation of a digital community of entrepreneurs sensitized from the consumption of the podcast “Entrepreneurial Mentors” hosted by the entrepreneur Ximena Delgado and available on YouTube. Through an interpretative paradigm and a qualitative approach, we explore how viewers interpret the narrative audience, digital community, podcast and entrepreneurs. The methodology consists of semi-structured interviews with active audience members with three different profiles: active entrepreneurs who follow the podcast, members of digital communities who interact with the podcast, and marketing or digital communication professionals who follow the podcast. Among the most outstanding results, it is identified that the audience values in a relevant way the authenticity of the stories and perceives the podcast as a space for motivation and collaborative learning. Likewise, it is evident that the interaction in the comments reinforces identification and fosters emotional bonds among the entrepreneurs. It is concluded that the Entrepreneurial Mentors podcast favors the construction of solid digital links, promoting not only the exchange of knowledge, but also the construction of a committed community that with its participation in this space has strengthened its links to achieve their personal goals.