Social media adoption as a business platform a case of entrepreneurs at Sasana Niaga UTeM

Mohd Asmara, Nourish (2023) Social media adoption as a business platform a case of entrepreneurs at Sasana Niaga UTeM. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

According to Olanrewaju et al., (2020), social media (SM) is "a series of Internet-based apps that build on the conceptual and technological underpinnings of Web 2.0 and enable the creation and sharing of user-generated content. Entrepreneurs have started using SM capabilities to manage their company tasks, such as marketing (Misirlis & Vlachopoulou, 2018). According to Lister (2018), more than 50 million businesses use Facebook business pages, with 2 million using it for direct advertising. A similar tendency can be seen on other popular social networking sites, such as Instagram, where half of users follow a business page (Pickard-Whitehead, 2018). In this study is to explore which factors, influence the use of social media by the student entrepreneurs, to investigate how social media influences the opportunity recognition and exploitation process and to identify the potential and value of student entrepreneurs gain by the impact of social media to their business and experience. The independent variables are perceived ease of use, perceived usefulness and facilitating conditions will be measured to examine their social media adoption as a business platform. This quantitative research method to answer the research question under study. A set of questionnaires will be distributed to the randomly selected 12 respondents who are group members of student entrepreneurship at Sasana Niaga UTeM. Researchers discover that perceived usefulness was the most influential factor that affects social media adoption as a business platform. From the result of hypothesis testing, FC is proved too has no significant relationship between social media adoption as a business platform, while PEOU and PU have significant relationship between social media adoption as all the alternative hypotheses were accepted.

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