Identifying Social Media's Capability for Recognizing Entrepreneurial Opportunity: An Exploratory Study

Olanrewaju, A, Hossain, M, Mercieca, P and Whiteside, N 2018, 'Identifying Social Media's Capability for Recognizing Entrepreneurial Opportunity: An Exploratory Study', in Lecture Notes in Computer Science book series, Kuwait City, Kuwait, 30 October to 1 November 2018, pp. 344-354.


Document type: Conference Paper
Collection: Conference Papers

Title Identifying Social Media's Capability for Recognizing Entrepreneurial Opportunity: An Exploratory Study
Author(s) Olanrewaju, A
Hossain, M
Mercieca, P
Whiteside, N
Year 2018
Conference name Conference on e-Business, e-Services and e-Society
Conference location Kuwait City, Kuwait
Conference dates 30 October to 1 November 2018
Proceedings title Lecture Notes in Computer Science book series
Publisher Springer
Place of publication Heidelberg, Germany
Start page 344
End page 354
Total pages 11
Abstract Social media is believed to play an essential role in entrepreneurial opportunity recognition. However, little is known about the exact nature of the relationship between the capability of social media and entrepreneurial opportunity recognition. Addressing this gap in literature, we interviewed eleven Nigerian entrepreneurs to investigate how opportunity can be recognised via their engagement with social media platforms. It was found that, via Social Media, entrepreneurs recognise opportunities regarding introducing new products, entering new markets, better customer relations and participating in entrepreneurial events. We also identified that opportunity recognition is driven by five capabilities of social media: networking, searching, observation, experimenting, and social media data analytics. Implications of our findings and limitations are discussed.
Subjects Information Systems Management
Keyword(s) Social media
Opportunity recognition
Entrepreneur
Nigeria
Copyright notice © IFIP International Federation for Information Processing 2018
ISBN 9783030021306
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