The Bright Side of Social Media: Social Media Platforms Adoption and Start-Up Sustainability.

Muhammad Saeed Mujahid,Muhammad Shujaat Mubarik

doi:10.3389/fpsyg.2021.661649

Muhammad Saeed Mujahid, Muhammad Shujaat Mubarik

Open Access

https://doi.org/10.3389/fpsyg.2021.661649

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Abstract

This study aims to explicate the contribution of social media platforms adoption on start-up sustainability. Since most economies of the world start-up failure rate are relatively high, there is always a desire or a need to investigate the success recipe. As a result, the primary objective of this study is to understand the social media environment and how start-ups can best utilize social media platforms throughout their life cycle. Based on the qualitative case study approach, five in-depth interviews of social media marketers and individuals working in start-ups were conducted. The finding demonstrates that social media is a crucial virtual platform for striving resource start-ups. Therefore, if a platform gets utilized correctly, it can play an essential role in the sustainable progression of a start-up. Thus, there is a need for start-ups to articulate a comprehensive social media policy for each life cycle stage.

Highlights

The world has entered the twenty-first century in possession of disruptive technologies, such as the Internet, cell phones, artificial intelligence, robotics, and renewable energy, to name a few
The study explored the role of social media, an element of a start-up ecosystem, in start-up sustainability
We asked the respondents about the role of social media in start-up sustainability

Summary

Introduction

The world has entered the twenty-first century in possession of disruptive technologies, such as the Internet, cell phones, artificial intelligence, robotics, and renewable energy, to name a few These technologies have paved the way for the creation of disruptive innovation that brings a different set of value propositions in the market (Yovanof and Hazapis, 2008). There is a remarkable effect on the rate of innovation and business development Countries such as Finland, Germany, and Sweden, which have supported science, research, innovation, and sustainable development as a national priority, are among the most prosperous nations (Petru et al, 2019). These nations have environmental sustainability, infrastructure, equity, and an equal chance for each member of the society to succeed. Start-ups are believed to be a dynamic enterprise created upon a creative idea

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