Role of social media as an entrepreneurship platform: Empirical evidence from Entrepreneurship students of University of Sri Jayewardenepura, Sri Lanka
CJ Isurangi Fernando, C Lasantha K Nawarathna
Student entrepreneurs have established social media as a medium for selling goods and services and interacting with customers. However, the factors that affect student entrepreneurs' adoption of social media as a Sri Lanka forum have yet to be established. The study looks at the factors that affect student entrepreneurs' acceptance of social media as a medium for entrepreneurship in Sri Lanka. The critical theoretical/conceptual basis for the analysis is The Unified Theory of Acceptance and Use of Technology (UTAUT), which describes variables that can affect individuals' behavioral behaviors to embrace and use technology. The study is a quantitative one that uses relational analysis to look at the relationships between variables. A questionnaire survey was conducted with 100 entrepreneurship students from the University of Sri Jayewardenepura to collect primary data and information. Researchers used descriptive statistical analysis, bivariate statistical analysis, and multivariate statistical analysis techniques to investigate each independent variable's impact on social media acceptance as an entrepreneurship platform among student entrepreneurs. According to the findings, performance expectations, effort expectations, and social impact are the major factors that influence student entrepreneurs' use of social media as an entrepreneurship forum. Meanwhile, the facilitating situation has no positive or meaningful effects.
CJ Isurangi Fernando, C Lasantha K Nawarathna. Role of social media as an entrepreneurship platform: Empirical evidence from Entrepreneurship students of University of Sri Jayewardenepura, Sri Lanka. International Journal of Multidisciplinary Research and Development, Volume 8, Issue 4, 2021, Pages 34-43