Exploring the impact of social media use on digital entrepreneurship

Lai, Ka Ying (2024) Exploring the impact of social media use on digital entrepreneurship. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study aims to investigate the impact of social media use on digital entrepreneurship. Due to the proliferation of social media and online platforms, digital entrepreneurship has become increasingly prevalent. In this study, researchers must determine the relationship between independent variables (reputation and brand, business performance, market reach, and customer engagement) and dependent variables (social media use on digital entrepreneurship). In the investigation, descriptive quantitative survey methodologies were utilized. This study's demographic comprises the digital enterprise sector in Malacca. Therefore, 147 respondents were purposefully selected for research. This research a variety of analytical techniques, such as Cronbach's analysis, descriptive analysis, Pearson correlation analysis, and multiple regression analysis. When a mobile phone performs a self-reliance game, the social science statistics software programme (SPSS) analyses the respondents' data. The results of this study are anticipated to contribute to the existing literature on digital entrepreneurship and disclose how the use of social media impacts various important performance indicators. The findings of this study can assist digital entrepreneurs, policymakers, and researchers in comprehending the advantages and disadvantages of social media usage in the context of digital entrepreneurship. The research outcomes can also provide recommendations for optimizing social networking strategies to increase the success and longevity of digital enterprises. This study seeks to broaden our comprehension of the impact of social media use on digital entrepreneurship and provide academicians and practitioners with valuable insights.

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