Adoption and Adaptation: Social Media Practices among Young Entrepreneurs

Abstract

Virtual social media is growing, and consumers, marketers, and entrepreneurs are seeing it. This study investigates how young entrepreneurs perceive social media's revolutionary power on small enterprises. The study conducted in-depth interviews with twenty young entrepreneurs from central Punjab using a qualitative research approach. These interviews shed light on how social media platforms have historically been adopted and modified for use in company operations. The strategic use of social media to manage consumer questions, develop brand identity, and increase brand visibility are among the key themes. The results demonstrate entrepreneurs showed tenacity and resourcefulness in adjusting to digital tools for business objectives, despite their varied educational backgrounds. social media plays a dynamic role in fostering creativity and business growth among young entrepreneurs. They can successfully draw in and include the general public with innovative content and well-planned campaigns, building brand loyalty and growing customers. Government should collaborate with the Universities to initiate the training courses of social media and management, marketing, the illiterate entrepreneurs so these young businessmen can use social media tools more effectively.