Citation

Wu, Kok Yee (2024) Leveraging social media for business growth and income generation for household. Masters thesis, Multimedia University.

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Abstract

This study explores the potential of social media commerce to significantly enhance household income, particularly by focusing on the dynamic markets of Malaysia and Singapore. It critically examines the roles of entrepreneurship adaptability, self-determination, and technology absorptiveness in shaping user intentions and behaviours. The primary objective of this study is to thoroughly explore the influence of several key factors on economic empowerment and societal transformation. Specifically, it examines how traits of entrepreneurship adaptability, such as concern and curiosity, along with self-determination elements including autonomy and relatedness, and the capacity for technology absorptiveness, collectively contribute to enhancing economic outcomes. Special emphasis is placed on understanding their effects within domestic environments, aiming to provide a comprehensive understanding of how these dynamics facilitate changes in household income and broader societal shifts. Employing a cross-sectional quantitative design, this research utilized a structured questionnaire distributed through widely used social media platforms, including Facebook and TikTok. The methodology was designed to capture a broad spectrum of data from a diverse sample of households actively utilizing social media for entrepreneurial activities. Convenience sampling was chosen to ensure a representative sample of the population, allowing for accurate generalizations of the results. Over a three-month period, the survey collected extensive data points covering demographic details, social media usage patterns, and the nature of commerce activities performed on these platforms. The analysis of the survey data uncovered strong correlations between the adaptability traits of individuals, particularly in entrepreneurship adaptability and self-determination, and their successful use of social media for business purposes. Key findings indicate that the ability to adapt to career changes and the effective integration of new technologies are highly correlated with increased economic activity on social media platforms. Furthermore, these traits are instrumental in developing a sustained intention to use social media for business, which significantly contributes to household income. The results highlight the crucial influence of entrepreneurs adaptability and technological absorptiveness proficiency in leveraging the economic opportunities offered by social media commerce.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HM742 .W85 2024
Uncontrolled Keywords:	Social media—Influence
Subjects:	H Social Sciences > HM Sociology > HM711-806 Groups and organizations
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 02:56
Last Modified:	22 May 2025 02:56
URII:	http://shdl.mmu.edu.my/id/eprint/13796

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