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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| Abstract of the research project paper submitted to the Senate of Universiti Tun Abdul Razak (UNIRAZAK) in partial fulfilment of the requirements for the Master of Business Administration. The Determinants of Startups’ Financial Sustainability: The Mediating Role of Social Media Adoption By Norzana Binti Zakiah @ Zakaria October 2022 Startups have become a vibrant and dynamic sector of the world economy. Information technology plays a vital role in improving the productivity and competitiveness of startups. The dynamic business environment has brought fierce competition among startups and, therefore, requires the owners to interact with internal and external members actively. Hence, this study aims to investigate the impact of technology, organization, and environment as important factors in the financial sustainability of startups’ enterprises. It also examines the mediating role of social media adoption. Items were developed to measure the various purposes of social media use in organizations, which contribute to increasing the measurement of social media usage. For the empirical investigation, this paper used a closed-ended questionnaire. Using a quantitative method, we observed 116 responses through structural equation modeling. The findings of the study will determine whether technology, organization, and the environment play effective roles for startups’ financial sustainability. More importantly, social media adoption positively mediates the relationship between technology, organization, environment, and startups’ performance. The study also helps organizations realize the advantages of using social media and specifies the rationale behind an organization’s investment in social media. |
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