Generation Y entrepreneurs and social media platforms: an assessment of online entrepreneurial alliance creation.

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dc.contributor.author Reinhart, Andrew Josef
dc.date.accessioned 2018-01-10T07:14:30Z
dc.date.available 2018-01-10T07:14:30Z
dc.date.issued 2017
dc.identifier.citation Reinhart, Andrew Josef (2017) Generation Y entrepreneurs and social media platforms: an assessment of online entrepreneurial alliance creation, University of the Witwatersrand, Johannesburg, <http://hdl.handle.net/10539/23689>
dc.identifier.uri http://hdl.handle.net/10539/23689
dc.description A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Entrepreneurship and New Venture Creation, 2016 en_ZA
dc.description.abstract This study was to identify the extent of Generation Y entrepreneurs’ social media usage in terms of weak-tie alliance maintenance and creation and also alliance creation. A sample group of entrepreneurs in the Johannesburg were chosen by using social media as a channel. By using the researcher’s social capital and also the different characteristics that are unique to these SNSs (social network sites), such as Twitter advertising, a sample group was created. A digital survey was distributed to the selected entrepreneurs by using an online platform. By using hypothesis testing and a multiple regression model, it was identified that entrepreneurs tend to favour maintaining weak-ties over creating weak-ties using SNSs, and alliance creation on SNSs does not seem too common, but it was highlighted that when entrepreneurs do create alliances, they tend to favour weakties that they have created on SNSs. The overall picture is that entrepreneurs have an inclination not to use SNSs to create weak-ties and alliances, this could come down to a number of factors such as trust and education, and there could also perhaps be no SNS that supports alliance creation to the extent that entrepreneurs need. en_ZA
dc.format.extent Online resource (viii, 97 leaves)
dc.language.iso en en_ZA
dc.subject.lcsh Market surveys--South Africa
dc.subject.lcsh Online social networks--South Africa
dc.subject.lcsh Social media--South Africa
dc.subject.lcsh Generation Y--South Africa
dc.subject.lcsh Entrepreneurship--South Africa
dc.title Generation Y entrepreneurs and social media platforms: an assessment of online entrepreneurial alliance creation. en_ZA
dc.type Thesis en_ZA
dc.description.librarian XL2018 en_ZA


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