The Adoption of Social Media for Student Entrepreneurs Using Modified Unified Theory of Acceptance and Use of Technology Model: A Review

The growth of social media has no sign to stop and many businesses use social media to connect to their potential consumers. Besides selling products and services, social media can be used to develop brand awareness. Therefore, a research to enhance current knowledge about what affects student entrepreneurs to adopt social media as a business platform is required. Accordingly, this study has modified the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the factors that affect student entrepreneurs to use social media. Earlier studies on social media are mostly focused on how students use social media for academic purposes. However, limited research has been done on how student entrepreneurs use social media as a business platform. This paper has identified the key factors that contribute to the acceptance of social media as a business platform are performance expectancy, effort expectancy, social influence and facilitating condition with three added constructs which are perceived enjoyment, perceived risk and perceived trust.