1. KASHAF JABEEN - PhD Scholar, Department of Marketing and International Business, Institute of Business Management and
Administrative Sciences, The Islamia University of Bahawalpur, Pakistan.
2. Dr. MUHAMMAD SUHAIL SHARIF - Assistant Professor, Department of Marketing and International Business, Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur, Pakistan.
3. ASAD ALI - PhD Scholar, Department of Information and Technology, Faculty of Computing, The Islamia University of Bahawalpur, Pakistan.
Purpose: Though it is considered that intention to adopt indicates the acceptance, and the goal of this study is to show that individual usage is crucial, and adoption is not the guarantee of cyber entrepreneurial behavior. Therefore, this study is taking into consideration the constructs (i.e. performance expectancy, perceived risk, perceived trust, privacy concern, and social influence) which contribute towards adoption and ultimate actual behavior of with the implication of the unified theory of acceptance and use of technology (UTAUT) model, entrepreneurial students in Pakistan use social media as a business platform.
Design/Methodology/approach: This research implied a cross sectional design. The data for quantitative analysis was collected from 300 respondents those were from the lists of entrepreneurship students of public universities of southern Punjab Pakistan.
Conclusion: The constructs those are studied in this research such as performance expectancy, perceived risk, perceived trust and social influence all have significant impact on the intention to adopt cyber entrepreneurship and lead to cyber entrepreneurial behavior. These findings also indicate that intention to adopt social media has significant mediation effect on the relationship between cyber entrepreneurial behavior and performance expectancy, perceived risk, perceived trust and social influence.
Research/Limitations/Implications: Therefore, these entrepreneurial activities should be promoted among entrepreneurship students by using social media as business platform as well as regulations and special initiatives aimed at enhancing the cyber security of business activities on social media and providing the services that add value towards any product or service.
Findings: The UTAUT model is proposed and tested in this research to assess adoption and usage. Cyber entrepreneurial behavior on social media platforms as business platform amongst entrepreneurship students in Punjab Pakistan. It serves as a foundation for formulation and implementation of policies of programs those are used in order to the promotion of entrepreneurial activities by using social media among entrepreneurship students in Pakistan.
EXPLAINING THE INFLUENCING FACTORS OF CYBER ENTREPRENEURAL BEHAVIOR ON SOCIAL MEDIA: AN IMPLICATION OF UTAUT MODEL