Social Media and Consumer Engagement: The Case of Malaysian Student Entrepreneurs

Abstract

This study focuses on the factors (i.e., social influence, performance expectancy, perceived trust, perceived risk, perceived enjoyment, and effort expectancy) contributing to the depth of social-media adoption as a business platform and its effect on consumer engagement among student entrepreneurs in Malaysia under the premise of the Unified Theory of Acceptance and Use of Technology (UTAUT). The findings of this study reveal that performance expectancy, perceived risk, perceived trust, and perceived enjoyment significantly affect the depth of social-media adoption, which in turn significantly affects consumer engagement.