Factors Affecting the Adoption of Social Media as a Business Platform: A Study among Student Entrepreneurs in Malaysia

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