The acceptance of social media for online business among student entrepreneurs.

The research of social media as a business platform among student entrepreneurs in Malaysia is still at the early stage and the factors influencing the adoption of social media in online business remains unclear. Social media has become a fundamental issue in business because the main role of social media is to make an engagement with the consumers. Earlier studies on social media have mostly focused on how students use social media for academic purposes. However, limited research has been done on how students use social media in online business. Therefore, there is a need to examine the factors that contributing to the adoption of social media for online business among student entrepreneurs in Malaysia. A total of 300 student entrepreneurs from public universities in Malaysia were participated in this study and selection of participants was attained through online survey. The data was generated using SPSS v22 Program and PLS Smart 3.0. The findings found that there is significant effect on the relationship between facilitating conditions, perceived enjoyment, perceived trust and perceived risk with adoption of social media in online business. Whereas, there is no significant effect of the relationship between performance expectancy, effort expectancy and social influence with adoption of social media in online business. Overall, the results indicate that the model suggests a clear understanding of the factors influencing the adoption of social media in online business among student entrepreneurs in Malaysia. This study also recommends future research to use this model in different scenarios on adoption of social media in online business. Based on the findings, this study proved the theoretical implication as it managed to present empirical evidence on factors of the acceptance of social media. The limitation and direction for further research were also discussed.