Business must constantly find new ways to

opportunity is everywhere if one can discover and seize it. In order to become
competitive in today’s volatile business world, one must constantly find new
ways to increase revenue, reduce cost and efficiently targeted their customers.
Nowadays, many young entrepreneurs would set up their business via online
social networks since it is cost efficient and effortless. It allows individuals
to stay connected with others unrestricted by time and geographical boundaries.
The exceptional popularity of online social network among public has driven its
deployment into today’s business world. Such entrepreneur who greatly relied
upon E-Commerce system can be known as cyber entrepreneur. Since setting up a
business via online social network is not complicated, it has gradually
becoming a trend. Due to its phenomenal popularity, researchers have conducted
studies on its effectiveness as well as postgraduates’ reaction, satisfaction
and continuance intention to adopt it.

encompass performance expectancy, effort expectancy, social influence,
facilitating conditions, and trialability are considered to affect the postgraduates’
involvement in entrepreneurial activities via online social networks. All these
determinants are established to user’s intention to adopt online social network
and are addressed to motivate more individuals to join the social networking
sites and existing users will remain their loyalty. The question is whether
these factors are concerned by young entrepreneurs while deploying online
social network in business operation. Therefore, this study is conducted to
explore the factors affecting postgraduates’ intention to adopt online social
networks in entrepreneurial activities. Implications are being discussed on the
factors which influence postgraduates’ involvement in entrepreneurial
activities via online social networks. Therefore, social network service
providers can access into and modify the sites and systems accordingly which
fit young entrepreneurs.

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only few were done from the business perspective. Thus, this study tries to
fill this gap by proposing a conceptual framework to explore postgraduates’
perception towards the deployment of online social network in entrepreneurial
activities and its potential as commercial instrument, considering postgraduates
to be potential entrepreneurs.


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