Fig. 1.
Background characteristics of the respondents
Mean Age: 40.2 years; SD: 8.3
Source: Primary data collected by authors.
Table 1.
Association between Social Media Usage, Background Characteristics, and Opportunity Identification
| Chi-square | Sig. | |
|---|---|---|
| Sex | 9.004 | .109 |
| Age | 3.161 | .675 |
| Marital status | 15.041 | .010 |
| Education | 4.932 | .424 |
| Religion | 4.005 | .549 |
| Tribe | .956 | .966 |
| Social media | 46.745 | .001 |
Fig. 2.
Perceived Influence of Social Media Usage on Business Performance
Source: Primary data collected by authors.
Table 2.
Association between Social Media Usage and Business Performance
| Coef. | Std. Err. | t | p > |t| | 95% CI | |
|---|---|---|---|---|---|
| Social media usage | .2884615 | .0919321 | 3.14 | 0.002 | .1060253–.4708978 |
| Constant | .5 | .0662932 | 7.54 | 0.000 | .36844–.6315567 |
Table 3.
Multiple Regression Outputs Showing the Relationship Between Social Media Usage and Business Performance, Controlling for Prior Knowledge and Social Networks
| Coef. | Std. Err. | T | p > |t| | |
|---|---|---|---|---|
| Social media usage | .2089331 | .0971307 | 2.15 | 0.034 |
| Prior knowledge | .2119322 | .114799 | 1.85 | 0.068 |
| Social network | .118642 | .1016058 | 1.17 | 0.246 |
| Constant | .3048624 | .102758 | 2.97 | 0.004 |