Shattering the boundaries through self-efficacy : exploring the social media habits of South African previously disadvantaged entrepreneurs

[摘要] ENGLISH ABSTRACT: The primary purpose of this study is to explore the social media habits of South Africanpreviously disadvantaged entrepreneurs and the way in which the activity of online socialnetworking through social networking sites (SNS) results in the outcome of building socialcapital for a business venture. At the heart of addressing the research topic is the concept of selfefficacy,which is explored as a key component of human motivation and behaviour. The studyexplores how self-efficacy beliefs are developed with regard to social media usage and theirpotential to influence positive outcomes for a business. Based on the research topic, the studywhich is empirical in nature, has applied a qualitative research design in order to interpret ratherthan measure self-efficacy behaviours related to social media usage. A purposive non-probabilitysampling procedure has been adopted to select twelve previously disadvantaged South Africanentrepreneurs for the study. Semi-structured interviews provide for an interactive and insightfuldata collection process. As a qualitative study, attention is given to guidelines which establishreliability and validity. Key findings from the study support and refine established Internet selfefficacyresearch (Eastin & LaRose, 2000) based on Social Cognitive Theory (Bandura, 1986).Based on the established relationships between various constructs and self-efficacy beliefs, theresults of the study have been interpreted positively. The findings of the study contribute to thecurrent digital divide debate, and point to a narrowing of the access and participation gap.According to the sample, social media has become embedded in their daily lives for both socialand business purposes, and is contributing towards building social capital. This study providesscope to further explore social media as a new opportunity for previously disadvantagedentrepreneurs in South Africa.

[发布机构] Stellenbosch University