%0 Journal Article
%T Factors Affecting the Adoption of Social Media as a Business Platform: A Study among Student Entrepreneurs in Malaysia
%A Abdullah Al Mamun
%A Noorshella Che Nawi
%A Noorul Azwin Md Nasir
%A Rajennd Muniady
%J Vision
%@ 2249-5304
%D 2019
%R 10.1177/0972262918821200
%X Social media has been identified as a platform for student entrepreneurs to sell products and services, and to interact and connect with customers. However, the factors contributing to the adoption of social media as a platform among student entrepreneurs in Malaysia have not been established. This article aims to identify factors affecting the adoption of social media as a business platform among student entrepreneurs in Malaysia. This study employed a cross-sectional design and quantitative data was collected from 300 selected student entrepreneurs listed in the ¡®entrepreneurship centres¡¯ in all public universities in Peninsular Malaysia. Findings suggest that performance expectancy, perceived trust, perceived enjoyment and perceived risk have a significant positive effect on the adoption of social media. It is noted that there is a significant positive moderating effect of social influence between the relationship of facilitating conditions and the adoption of social media. Student entrepreneurs adopt social media as a business platform if they believe it improves their performance. Risk and trust are the most important factors influencing the adoption of social media as a business platform. Based on the findings, government agencies should promote social media as a business platform by instilling trust in the system with the hope that it will positively affect students¡¯ entrepreneurial activities using social media as a business platform
%K Adoption
%K Social Media
%K Business Platform
%K Student Entrepreneur
%U https://journals.sagepub.com/doi/full/10.1177/0972262918821200