مجلة القيمة المضافة لاقتصاديات الاعمال

The Role Of Social Media In Entrepreneurial Success: A Comparative Analysis Between Saudi Arabia And The United States

Auteurs : Alessa Adlah A. .

Résumé

This study investigates the impact of social media on entrepreneurial success among small and medium-sized enterprises (SMEs) in Riyadh, Saudi Arabia, and compares the findings with similar studies conducted in the United States. The study involved survey distribution and yielded a sample of 873 entrepreneurs. Data analysis was conducted using correlation, regression, t-tests, and one-way ANOVA to explore these relationships. The results reveal that social media usage significantly correlates with entrepreneurial success in both regions, with a slightly stronger impact observed in Saudi Arabia. Additionally, the perceived advantages of social media, such as increased customer reach and enhanced brand visibility, positively influence business outcomes, while perceived disadvantages like time-consuming management and negative feedback pose challenges. Gender differences in social media usage are also highlighted, with male entrepreneurs reporting higher usage rates than their female counterparts. These findings emphasize the universal importance of social media as a tool for business growth while underscoring the need for tailored strategies to address regional and gender-specific nuances.

Mots clés

Social media ; Entrepreneurs ; Gender ; COVID-19 ; small and medium-sized enterprises