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Acceptance and usage of social media as a platform among student entrepreneurs

Noorshella Binti Che Nawi (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Abdullah Al Mamun (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Noorul Azwin Binti Md Nasir (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Noorlisa Maria bt A. Hamid Shokery (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Nursalihah Binti Ahmad Raston (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Syed Ali Fazal (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)

Journal of Small Business and Enterprise Development

ISSN: 1462-6004

Article publication date: 15 May 2017

Abstract

Purpose

While it is perceived that adoption reflects acceptance, the purpose of this paper is to argue that individual usage is critical and cannot be guaranteed by mere adoption. This study, therefore, focuses on the factors (i.e. performance expectancy, perceived trust, perceived risk, facilitating condition, and perceived enjoyment) contributing to the adoption and ultimately usage of social media as a business platform among student entrepreneurs in Malaysia under the premise of the unified theory of acceptance and use of technology (UTAUT).

Design/methodology/approach

This study adopts a cross-sectional design and quantitative data are collected from 300 selected respondents listed as student entrepreneurs in the entrepreneurship centers of all public universities within Peninsular Malaysia.

Findings

Performance expectancy, perceived risk, perceived trust, and perceived enjoyment have a significant effect on the adoption of social media leading to its usage as a business platform. Findings also report a significant mediating effect of adoption of social media on the relationship between performance expectancy, perceived trust, perceived risk, and perceived enjoyment with the depth of social media usage.

Research limitations/implications

In order to promote entrepreneurial activities among student entrepreneurs using social media as a business platform, programs and policies should focus on improving cyber security and value-added services.

Originality/value

This study puts forward and tests the original UTAUT model to assess the adoption and depth of social media usage as a business platform among young student entrepreneurs in Peninsular Malaysia, which provides a foundation for the design and implementation of programs and policies that promote entrepreneurial activities using social media among student entrepreneurs in Malaysia.

Keywords

Citation

Nawi, N.B.C., Mamun, A.A., Nasir, N.A.B.M., Shokery, N.M.b.A.H., Raston, N.B.A. and Fazal, S.A. (2017), "Acceptance and usage of social media as a platform among student entrepreneurs", Journal of Small Business and Enterprise Development, Vol. 24 No. 2, pp. 375-393. https://doi.org/10.1108/JSBED-09-2016-0136

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited