The Bright Side of Social Media: Social Media Platforms Adoption and Start-Up Sustainability

Muhammad Saeed Mujahid; Muhammad Shujaat Mubarik

doi:10.3389/fpsyg.2021.661649

The Bright Side of Social Media: Social Media Platforms Adoption and Start-Up Sustainability

Front Psychol. 2021 Jun 7:12:661649. doi: 10.3389/fpsyg.2021.661649. eCollection 2021.

Authors

Muhammad Saeed Mujahid¹, Muhammad Shujaat Mubarik²

Affiliations

¹ Department of Marketing and Entrepreneurship, Mohammad Ali Jinnah University, Karachi, Pakistan.
² College of Business Management (CBM), Institute of Business Management, Karachi, Pakistan.

Abstract

This study aims to explicate the contribution of social media platforms adoption on start-up sustainability. Since most economies of the world start-up failure rate are relatively high, there is always a desire or a need to investigate the success recipe. As a result, the primary objective of this study is to understand the social media environment and how start-ups can best utilize social media platforms throughout their life cycle. Based on the qualitative case study approach, five in-depth interviews of social media marketers and individuals working in start-ups were conducted. The finding demonstrates that social media is a crucial virtual platform for striving resource start-ups. Therefore, if a platform gets utilized correctly, it can play an essential role in the sustainable progression of a start-up. Thus, there is a need for start-ups to articulate a comprehensive social media policy for each life cycle stage.

Keywords: social media adoption; social media networks; social media platform; start-up ecosystem; start-up sustainability.