Social Networking and Its Role in Media Entrepreneurship: Evaluating the Use of Mobile Phones in the Context of Online Shopping – A Review

Social Networking and Its Role in Media Entrepreneurship: Evaluating the Use of Mobile Phones in the Context of Online Shopping – A Review

Syed Far Abid Hossain (School of Management, Xi'an Jiaotong University, Xi'an, China)
Copyright: © 2019 |Pages: 14
DOI: 10.4018/JMME.2019010105


The paper explores social networking and its role in media entrepreneurship. The key purpose of the study is to evaluate the role of mobile phone usage in the context of online shopping. The research sheds light on the prospect of media entrepreneurship based on systematic literature review without collecting any primary data. The study reviews the literature on social media, social networking, mobile usage, and media entrepreneurship. This research identifies the immense popularity of social networking, online shopping, and digital media entrepreneurship due to available and affordable usage of mobile phones. To do so, the research investigates related literature from the last five years (2013 and 2018). The findings indicate that even though media entrepreneurship gained increased popularity, it has not been implemented or initiated properly. This research also indicates a new path towards ease of online shopping, building trust, ease of decision making in online purchase, as well as reduction of unemployment problem in emerging and developing nations. Despite some limitations discussed in the study such as inconsistent research papers, limited studies in the specific field, and limited empirical evidence, it still offers implications and contributions for online shoppers, marketers, policymakers, and entrepreneurs. Finally, the research acknowledges the emerging role of social networking in media entrepreneurship development in the context of mobile phone usage in online shopping.
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1. Introduction

On engagement, we’re already seeing that mobile users are more likely to be daily active users than desktop users. They’re more likely to use Facebook six or seven days of the week. – Mark Zuckerberg, Founder, Facebook. (Zuckerberg, 2016)

Needless to say, with the rapid advance of social media as well as social networking due to availability and affordability of mobile devices, “digital entrepreneurship” emerged and inspected the role of technologies and entrepreneurship (Nambisan, 2017). Media entrepreneurship tendency emerged among young generation who are opportunity driven, young, and well-educated with the ability to get benefit from social networks (Zaheer et al., 2018). In early 2018, the success of Facebook with 2.2 billion dynamic users per month (Statista, 2018) may motivated thousands of youngsters to become a successful young technology entrepreneur like Mark Elliot Zuckerberg or inaugurate start-ups like next WhatsApp, Uber or Alibaba. Although, media entrepreneurship is still underdeveloped and poorly investigated so far (Khajeheian, 2014); it has increased potential due to increased usage and trust for online review. A recent survey investigated that approximately 88% customers either read or trust online reviews (Chen, Luo, & Wang, 2017).

Social media is comfortably usable with technological advancement and the devices are smaller, less expensive, lighter, multi-functional and more user-friendly (Khajeheian, 2014). Mobile phone is the most commonly used device with 2.53 billion smartphone users in 2018 (Statista, 2017). Apart from regular usage of mobile phone, smartphone is capable of operating various Apps, communication and information services like SMS, MMS, weather information, traffic information, entertainment service like TV, music, mobile games, access to internet and visit different websites, link bank card with internet banking facility and reserve air ticket, hotels booking, conduct purchase online at anytime, anywhere with the help of Wi-Fi or mobile internet (Al-Debei & Al-Lozi, 2014; Nikou & Mezei, 2013; Zarmpou, Saprikis, Markos, & Vlachopoulou, 2012). This research focused to discover the usage of mobile phone in the context of online shopping which is sufficient enough to incorporate all the literature contained in this review.

Earlier numerous research explicitly attempted to define media entrepreneurship phenomenon (Achtenhagen, 2008; 2012). As stated by Khajeheian 2017, p. 102, a comprehensive definition of media entrepreneurship is as follows:

Media entrepreneurship is taking the risk to exploit opportunities (creation/ discovery) by innovative use of (radical/incremental/imitative) resources (ownership/control) in transform of an idea into activities to offer value (creation/delivery) in a media form (content/platform/user data) that meets the need of a specific portion of market (businesses or consumers), either in an individual effort or by creation of new venture or entrepreneurial managing of an existing organizational entity and to earn benefit (money/attention/favorite behavior) from one of the sources that is willing to pay for (direct consumers, advertisers, data demanders or any customer of generated information of consumers).

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