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Journal of Content, Community & Communication Amity School of Communication

Vol. 13 Year 7, June -2021[ISSN: 2395-7514 (Print) ] Amity University, Madhya Pradesh [ISSN: 2456-9011 (Online)]

HOME-BASED DIGITAL ENTREPRENEURS’


SUCCESS FACTORS SOCIAL MEDIA
OF HOME-BASED DIGITAL USE: IDENTIFYING
ENTREPRENEURS :
THE SUCCESS
EMPIRICAL FACTORS
STUDY

Manimekalai Jambulingam
Taylors University, Malaysia
manimekalai.jambuligam@taylors.edu.my

Magiswary Dorasamy
Multimedia University
Magiswary.dorasamy@mmu.edu.my

Jesrina Ann
Jesrina Aan Xavier
Xavier
Taylors University, Malaysia
JesrinaAnn.Xavier@taylors.edu.my

ABSTRACT

The pandemic made a great impact on our lives. It caused many business activities to shut down and
their employees are forced to leave their jobs. As a result, people are looking for other sources to earn
their livelihood. Businesses are also forced to transform their business into online. Social media
networks such as Facebook, Instagram, WhatsApp have created tremendous opportunities to start a
home-based business for these people. Despite having many negative ripples effects on global
business due to pandemics, home-based digital businesses have been accelerated extremely. Hence,
the study investigates the success factors of home-based digital businesses by applying social capital
theory. A total of 222 home-based digital entrepreneurs who are marketing their products through
Facebook and Instagram were taken part in the study. The study adopted a quantitative method and
data analysed PLS method y using Adanco software. The findings showed that ethicality, human
capital, and social capital, and innovation are the determinant of success factors of home-based
businesses. The study contributed to the academic literature on home-based businesses and insights
of the success factors of home-based entrepreneurs for people who intend to venture into home-based
businesses using social media network platforms.

Keywords: Social media networks, Human Capital, Social Capital, Innovation, ethicality, success
factors, home-based business, and digital entrepreneurs.

INTRODUCTION of new digital technologies (particularly social,


Advanced digitation has created a new type of mobile, analytics, and cloud solutions) to
entrepreneur known as digital entrepreneurs improve business operations, invent new
who sells their products in the social medial (digital) business models, sharpen business
networks and the digital platform, Lazada intelligence, and engage with customers and
.com, eBay, and Lelong.com in Malaysia. akeh lde h gh e (digi al) cha el .
Home-based digital entrepreneurs can be In Malaysia, the business from home based
defined as any business operating from home refers to people who are self-employed by
and marketing their products and service doing business and perform their business
through social media works or any other operations from home (Kementerian
portal by themselves with or without Pembangunan Wanita, Keluarga dan
employees (Ries,2011). Masyarakat (KPWKM), 2007).

Fong et al., (2000) described that any business Social media networks offer a common
is carried out from home, regardless of size or platform for its members to communicate with
any type of business. Roes, (2011) defined that one another, share their experiences and
digi al E e e e hi a emb aci g e advertise their products. It also provides a
ventures and the transformation of existing low-cost and interactive; a platform that
business by creating and using novel digital allows businesses to exchange information
technologies. Digital Enterprises are with their customers and members to share
characterized by a high intensity of utilization information among their friends. Home-based

DOI: 10.31620/JCCC.06.21/23 273


digital entrepreneurs, who operate their the factors that drive to success for home-
business from home, value the extremely low ba ed digi al e e e e ?
operating costs with limited resources. (Chetty
and Wilson, 2003); Zhang et al., (2014) asserted LITERATURE REVIEW
that digital businesses provide novel value to This section presents the various literature
their customers by lowering the cost of the reviews on the success factors of home-based
product, rapid delivery, and increase digital entrepreneurs.
socialization.
Human Capital
In Malaysia, young adults, single mothers, and Human capital is defined as the skills and
homemakers are doing business through knowledge that individuals, family members,
social media networks such as Facebook and or their ancestors accumulate through
Instagram. Digital News Asia (2020) reported training, formal education, and experience,
that 40 percent of online businesses have been which expedite them to improve their socio-
increased on social media networks especially economic well-being (Heckman 2000). The
Facebook and Instagram during covid-19 last human capital factor refers to market
year and 89 percent of the Malaysian knowledge and experience. It is a fundamental
population are using social media networks factor for digital entrepreneurs influencing
such as Facebook and Instagram. During this success (Lerner & Almor 2002). Previous
pandemic period, social media platforms studies showed that there is a positive
become the centre of attraction of various relationship between education and
businesses for marketing, such as promotions, experience with the success of the business
market intelligence, and market (Reid and Smith,2000; Brush & Hisrich,2002
communications. Many people were attracted and Singh & Vinnicombe,2003). Unger et al.,
to these offers and started home-based (2011) and Ahmad (2007) asserted that
businesses with low capital. Thus, the home- e e e e k ledge a d kill a e he
based business has been increased to 40 important factors that contribute to the
percent last year 2020 during the lockdown. performance of the organization. The human
Previously, the Malaysian government also capital theory argues that employee
aimed to increase the income of B40 group of performance and developing initiatives are
the population by 2020. To uplift these mainly based on their training and experiences
e le i c me, he g e me f Mala ia of entrepreneurs. Digital entrepreneurs sell
launched in 2015 Eusahawan program to their products on social media network
empower youth to be digital entrepreneurs. platforms from home. Based on human capital
RM100 million has allocated in 2018 budget theory, ICT skills, IT knowledge and various
for Eusahawan programmes to increase the skill sets are very important for home-based
number of digital entrepreneurs. digital entrepreneurs to sustain the business
and market their products in the social media
There are many studies conducted on larger networks. Thus, it is essential to have
organizations and SMEs to determine the education in ICT skills and knowledge on the
success factors of their businesses. Although internet to do business in social media
the home-based digital entrepreneurs networks. Sylvie Feindt et al., (2002) asserted
contribute significant economic growth in the that web businesses are required innovation,
country, their contributions are not noticed. flexibility, and openness combined with a
Despite businesses moving wildly into profound understanding of digital technology.
digitization, there are only 35 articles Previous studies found that human capital is a
identified on this topic (Kraus et al., 2018). vital resource to sustain the business and to
Hence, the research on digital identify opportunities (Nyberg and Wright,
entrepreneurship is still in its infancy stage 2015). Therefore, the study includes human
especially on home-based digital capital as a vital construct to achieve success in
entrepreneurs who actively use social media home-based digital businesses.
networks. However, in this pandemic period,
many home-based digital entrepreneurs Social Capital
entered the business world and their success Last two decades the social capital plays an
factors are unknown. So, there is a need to important role in the field of digital
i e iga e a e he e i ha a e entrepreneurship. Social capital refers to direct

274
and indirect networks, peers, family members Trust and reliability are the most important
of the entrepreneurs, and it is derived from e hical fac f he e e e e cce .
e le e k ela i ch a f ie d a d Santos (2003) described reliability as the ability
colleagues (Wellman et al .,2001). Putnam to perform the promised service consistently,
(2000) stated that entrepreneurs make a including the frequency of updating the
business decision based on the information of website, sending the products on time, and
competitors collected from social media prompt reply to customer inquiries. The
network sites. Helliwell and Putnam (2004) digital entrepreneurs also take responsibility
asserted that social trust and reciprocity are for goods sent to the customer together with
two essential elements of social capital. the return policy of the goods. Trust and
Individuals interact with people whom they reliability of the digital entrepreneurs
consider reliable and trustworthy in social influence the consumers to buy their products.
media networks. Consequentially, when Medlin and Green (2003) stated that small
trustworthiness increases, the likelihood of businesses are vulnerable to the practice of
increasing buying things, which they unethical behaviours because of their limited
recommend also increases. Bennet & finances and size of the business. The dearth of
Richardson, (2005) were highlighted that general ethics among small business
networking is an important success factor of entrepreneurs affects business growth and
entrepreneurship. In this situation, social c me l al (Kal a , Rafi & Kal a ,
capital means communications among friends, 2013). It is important to deliver the goods on
colleagues, and Facebook members through time to the customers of the home-based
whom the entrepreneurs receive opportunities digital business. Thus , Ethicality is included
to sell the products of their business in social as one of the constructs in the study.
media networks. Onyx and Bullen (2000)
defined that social capital contains five main Innovation
themes: networks, reciprocity, trust, shared Innovation is considering the key element in
norms, and social agency. Digital the free market of digital entrepreneurship.
entrepreneurs used social media networks as a Jennifer,et al.,(2009) stated that
platform to market their products. Social entrepreneurship is systematic phenomena
capital is the most important resource for them which offered benefits for those who identify
to promote their products in the social media the opportunities through innovation and
networks and it directly influences their willing take risk by using the available
business development. The combination of resource to produce new things in the
social capital through social media networks marketplace. Mark and Kickul (2004) stated
creates a favourable condition for information that entrepreneurs who create new ideas or
exchange and it disseminates new knowledge introduce new products retain the success of
of the products among the customers. Social the business. Siegel and Renko (2012) asserted
capital through social media networks is the that human capital contributes to identifying
most source of knowledge and it promotes entrepreneurial opportunities. According to
innovation among digital entrepreneurs. Thus, J e h Sch m e e i ai he f
Social media networks are associated with a entrepreneurship (1949), the entrepreneur who
lot of new opportunities for the home-based has innovation, foresight, and creativity will
on digital entrepreneurs. Furthermore, become a successful entrepreneur.
previous studies supported that social capital E e e e e e e a ce f c ea i e e
enhances entrepreneurial success in the and innovativeness stretch their confidence to
business (Yang & Hu, 2013; Chen & He, 2011). be a successful entrepreneurs. Social media
However, these studies were not focused on friends requirement leads to develop a lot of
the relationship between social capital and new ideas to innovate new products. Product
home-based digital entrepreneurs. Therefore, knowledge and human skills also lead to
the study includes social capital as a major creating new ideas for products and services.
factor that contributes to the success of the Thus, social capital and human capital play an
business. important role in innovating new products.
Eric Ries (2011) found that innovation is
Ethicality factors something new under conditions of extreme
Ethical factors focus on the reliability and trust uncertainty. Home-based digital
of consumers towards digital entrepreneurs. entrepreneurs should search for new ideas,

275
bring ethnic values into the modern way of METHODOLOGY
living to be successful in the business with The study adopted a quantitative method and
help of their social media networks. In this the primary data collected from home-based
case, innovation is a mediator for human digital entrepreneurs who are doing business
capital and social capital to find out the through social media networks such as
success of digital entrepreneurs. Prior studies Facebook and Instagram. The non-probability
confirmed that the innovation of new products sampling technique and the purposive
are the main factor that influences the success sampling method were used in this study. The
of digital entrepreneurs. survey questions were comprised of two
sections, Frist section A consists of
Success Factors demographic questions and second B consists
The success of a business is a complex term to of survey questions based on the constructs
measure. Merriam-Webster, (2012 )defined social capital (4 items), Innovation (5 items),
success can be rendered as accomplishing a human capital (5itmes), ethicality (6 items) and
favourable de i ed c me . The Business success (5 items).
measurement focused predominantly on
economic achievements. Previous studies Data analysis
show that success factors are measured by The collected data was analysed by SPSS 20 to
profit or growth (Simpson et al., 2004) check the missing data and descriptive
satisfaction with work, and customer statistics. Partial Least Squares Structural
satisfaction (Greenbank, 2001). Positioning of Equation Modelling (PLS-SEM) method was
the platform is one of the important factors for applied to test the research hypothesis by
digital business. If the business does not have using ADANCO software. Table 1 shows the
a reputation and good positioning, the success descriptive analysis of the respondents. 222
of the business is considered limited respondents aged between 20 to 35 voluntarily
(Srinivasan and Venkatraman, 2018). Many participated in the study. Among them 75.23
people believe that financial gain is the main percent of them were female and 24.77 percent
success factor. Mair and Martí,(2009) stated of them were male. 58.11 percent of the digital
that financial gain is not the main success entrepreneurs were using Facebook as a
factor of digital entrepreneurs. Non-financial platform, 41.89 percent of the digital
measures of the success of the home-based entrepreneurs were using Instagram as a
business are difficult to measure because the platform for their business.
variables are subjective. Hence this study
focused on the only financial gain is the Table 1: Re de file
success of the home-based digital Frequency Percentage
entrepreneurs. Gender Female 167 75.23
Male 55 24.77
H1a: Human capital contributes significantly Age 20 to 25 9 4.06
to the innovation of home-based digital 25 to 30 125 56.30
entrepreneurs. 30 to 38 88 39.64
H1b: Innovation mediates the relationship Platform Facebook 129 58.11
between human capital and success Instagram 93 41.89
factors of entrepreneurs
Measurement Model
H2a: Social capital contributes significantly to
Table 2 demonstrated the reliability and
the innovation of home-based digital
validity of the data. The measurement model
entrepreneurs.
was evaluated based on the criteria of
H2b: Innovation mediates the relationship convergent validity, discriminant validity, and
between social capital and success construct reliability. PLS software measures
factors of entrepreneurs the composite reliability by Jöreskog's rho ( c)
H3: Innovation positively contributes to the a d C bach' al ha ( ). Reliabili f he
success of the home-based digital constructs measured by internal consistency,
business. which represents how closely related a set of
H4: Ethicality significantly contributes to the items is, as a group at a minimum cut-off
success of home-based digital value of 0.7. (Nunnally and Bernstein, 1994).
businesses. Dijkstra & Henseler (2015) declared that their

276
h ( A) i he m eliable e f c i e values were below 0.90, discriminant validity
reliability in PLS. Table 2 shows that all three has been established between the two
reliability is more than 0.7, which is constructs. According to Fornell Lacker
considered an acceptable consistency. Fornell (1981) AVE values should be greater than the
& Lorcker (1981) declared that the minimum off-diagonal values and correlations between
cut of value for each latent construct is 0.50. constructs are lesser than 1. Thus, the existence
Items loading less than 0.50 were removed. of discriminant validity is acceptable.
Thus, the results confirmed the high reliability
of the latent constructs. The AVE score is Assessment of Structural Model
above 0.50 (Hair et al., 2017) and item loadings The proposed model has examined by
are above 0.70, which is an acceptable level for adopting PLS for hypothesis testing after the
social science study. proposed model was validated. The result of
the structural path analysis of the model was
Table 3 present the criterion of discriminant shown in table 4. The results of the structural
validity of Heterotrait -Monotrait Ratio relationship are described by total effects
(HTMT). According to Teo et al., (2008) and interference. The total effects of interference
Henseler et al., (2016) HTMT value should be were tested using two-tailed tests with
below 0.85 to 0.90 to have discrimination 1percent and 5 percent significance.
between constructs. Table 3 showed that the

Table 2: Construct Reliability and Validity

Indicator Loading Dijkstra- J e k g' h ( c Cronbach's AVE


Henseler's rho al ha( )
( A)
Social Capital SC1 0.6388 0.7003 0.685621569 0.676926177 0.5648
SC4 0.8009
Human Capital HC1 0.8758 0.9082 0.880150272 0.880941266 0.6544
HC2 0.6509
HC3 0.6710
HC4 0.9883
Innovation IN1 0.9316 0.8563 0.836748613 0.839750379 0.6348
IN2 0.7543
IN3 0.6837
Ethicality E2 0.6198 0.8211 0.804305309 0.795761742 0.5916
E3 0.7112
E4 0.8684
E5 0.6342
Success Factors SF1 0.6756 0.7948 0.78928771 0.786576631 0.5854
SF2 0.7663
SF3 0.6090
SF4 0.7260

Table 3: Discriminant Validity: HTMT criteria

Construct Social Human Innovation Ethicality Success in


Capital Capital Business
Social Capital
Human Capital 0.8818
Innovation 0.8843 0.8571
Ethicality 0.8790 0.6656 0.6530
Success in 0.9015 0.8463 0.8868 0.9018
Business

277
Table 4

Total Effects Original coefficient t-value p-value Decision


Social Capital -> Innovation 0.4389 3.1894** 0.0014 Supported
Human Capital -> Innovation 0.4774 3.6944*** 0.0002 Supported
Innovation -> Success in Business 0.5469 8.2943*** 0.0002 Supported
Ethicality -> Success in Business 0.5032 7.3893*** 0.0012 Supported
Indirect Effects
Social Capital -> Success in Business 0.24 3.0816** 0.0021 Supported
Human Capital -> Success in Business 0.2611 3.2550** 0.0012 Supported
Note : Two tailed tests: *1.96 (5% significant );** 2.57 (1% significant level

The result showed that social capital and Theoretical Contribution and Implication of
social capital has significant contribution the study.
towards innovation (H1a) (B = 0.4389) ,p- The research contributes to theoretical
value < 0.05;( H2a) human capital ( B =0.4774, knowledge and understandings of success
p- value <0.05);(H3) Innovation to business factors of home-based digital
success (B= 0.5469; p-value <0.05 ) are entrepreneurship to the literature. The study
significant effect on business success on home revealed that there are several concepts of
based digital entrepreneurs ;(H4) Ethicality social capital theory such as trust,
significantly contributes to success of business relationships, and ties with social media
(B= 0.5032; p-value <0.05). The result also members that influence the success of home-
showed that social capital (H1b) and human based digital entrepreneurs. One of the key
capital (H2b) indirectly contributes to success factors of social capital theory is knowledge
of the business. sharing. The social media platform created a
marketplace, and it provides a dyadic
The result of coefficient of determination (R2) relationship between the buyer and seller as
of endogenous constructs was attained by well as social relationships. Members of the
using PLS algorithm procedure. It indicates social media platform willing to share the
that the R2 value for innovation to business information about the product to their
success is 0.74 and business success factors are members it reaches a wide range of people
0.86. It predicted that 74 percent of innovation and that plays a major role in the innovation
predicated by human capital and social capital and success of the business. Social media
and 86 percent of success factors can be members, several friends in the social media
predicated by innovation. networks, and the relationship with social
media members play a vital role in the success
Cohen (1988) suggested the effective size of of home-based digital entrepreneurs.
the values in the exogenous latent variable in
the prediction of endogenous constructs. The Social media networks create a virtual social
effect of social capital on innovation (f2 capital with the extent to connect to bridging
=0.30); ethicality on business success factors ( and bonding. Social capital theory suggests
f2 = 0.25); human capital on innovation (( f2 = that interpersonal relationships with friends,
0.35) .The fit of the model is determined by the family members create the value of
effective size of linking of the predictor to the individuals. According to Wu et al.(2011),
dependent variable. According to Cohen social capital creates a strong trust
(1988) suggestions f2 values of 0.02, 0.15, and relationship, that leads to the success of the
0.35, respectively, represent small, medium, business at a micro-level and bonding and
and large effects of an exogenous latent bridging relationships (Ponam 2000). The
variable on an endogenous latent variable, and study endeavours to understand, the
the values less than 0.02 denotes that there are important factors that lead to success, for the
no effects of an exogenous latent variable on people who are intended to start digital
an endogenous latent variable. In this case, f 2 entrepreneurship in social media networks.
more than 0.02, hence all exogenous variable Social capital also stimulates entrepreneurs to
has a big effect on the endogenous variable. innovate new products and contributes the
business sustainability.

278
DISCUSSION AND CONCLUSION Therefore, digital entrepreneurs upgrade their
The study investigated the structural technical skills to sustain their business and
relationship between human capital, social try to increase their social capital in social
capital, innovation, ethicality in business, and media networks.
the business success of home-based digital
entrepreneurs. According to the findings of The study revealed that home-based digital
the study, social capital and human capital are entrepreneurs continuously change their
significantly contribute to being innovative, d c a d e ice ba ed c me
ethicality and innovation directly contribute to needs and demands and that will increase the
the business success of the home-based digital success of home-business. Home-based digital
business. In this case, social capital provides entrepreneurs have a very small number of
strong ties with the digital entrepreneurs, and customers, and they can have a personal touch
hei Like click , Sha e click , a d c mme ih c me eed a d a . The
of the products are the main important factors personal touch of social capital inspires to
that create the value of the product, and it development of entirely new and improved
influences the members of the social media to products and services. The result revealed
buy the product that increases the success of that human capital is one of the factors that
the business. The result in line with contribute to the success of home-based digital
(Srinivasan and Venkatraman, 2018) statement entrepreneurs which in line with previous
that personal and stable social media network studies showed that there is a positive
members are important for digital relationship between education and
entrepreneurs to succeed in the business. experience (Reid and Smith,2000; Brush &
Hisrich,2002 and Singh & Vinnicombe ,2003).
The result also in line with Santos (2003) Besides that, ethicality is significantly
findings that reliability, delivering products on contributing to the success of the home-based
time and prompt reply to consumers in digital business.
inquiries will drive the members of the social
media membe i fl e ce hei f ie d b The study reveals that home-based business
the products. Consumers are concern about entrepreneurs consistently innovate new
the delivery time of the products; they are only products and maintain ethicality in the
interested in members of social media business by delivering goods on time.
comments and rely on their positive Innovation and ethicality lead to maintain
comments. Consequently, ethical factors such their customers and bring success to the
as delivery on time are significant, contribute business.
to the business success. It is confirmed that
delivery on time and return policy of damaged LIMITATIONS
goods are playing a significant role on success There are certain limitations associated with
factors of the home-based business. the research that can provide guidelines for
future research. The present study focused on
Social media members, contribute a lot of only Facebook and Instagram platform, it is
ideas to innovate new products and by posting suggesting to look into other major social
their requirements on social media networks. media sites and also relook into any other
Innovation is one of the main drivers of home- variables contribute to the success of the
based digital entrepreneurship and the home-based digital business. The study only
sustainability of the business. Social media focused on success factors in general. The
networks are the platforms, not only market future study should focus on nonofficial
their products, to members also post their factors of success in home-based digital
essentials necessities. These postings, with the businesses.
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