The Relation of Social Media Understanding to Way of Starting Business

The Relation of Social Media Understanding to Way of Starting Business

Author		: JURRY HATAMMIMI; OSA OMAR SHARIF
Published on	: International Conference on Business, Management, Tourism and Hospitality 2015 (BIZMATOUR 2015) / Advanced Science Letters

Abstract

One solution for unemployment is directing youth especially college student to be entrepreneur. Entrepreneurship development in college student is rising as well as social media trend which ranging widely used for business. This study reviews the social media usage by college students, captures college students tendency in starting business by pioneering new business or franchise, and investigates the relation of social media understanding to way of starting business among college students. Convenience sampling resulted 420 respondents who registered as college student in Bandung city area. The study indicated two group of students, one whose perception of social media attributes was very high (Group One) and another one whose perception of social media attributes was high (Group Two). Facebook, Twitter, and Instagram were the three most affected social media for starting business. Students was interested to pioneer new business as a way to start business rather than franchise. By using MANOVA, this study found that social media understanding, social media type, and student???s college were related to way of starting business, but gender was not. Social media understanding affected pioneering new business only. However, social media type and student???s college affected both pioneering new business and franchise. Immediacy and participation were social media attributes that influenced pioneering new business, while authenticity and accountability were attributes that influenced franchise.