Social Networking and Its Role in Media Entrepreneurship

Abstract

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.