Home-Based Digital Entrepreneurs’ Social Media Use: Identifying the Success Factors

The pandemic made a great impact on our lives. It caused many business activities to shut down and their employees are forced to leave their jobs. As a result, people are looking for other sources to earn their livelihood. Businesses are also forced to transform their business into online. Social media networks such as Facebook, Instagram, WhatsApp have created tremendous opportunities to start a home-based business for these people. Despite having many negative ripples effects on global business due to pandemics, home-based digital businesses have been accelerated extremely. Hence, the study investigates the success factors of home-based digital businesses by applying social capital theory. A total of 222 home-based digital entrepreneurs who are marketing their products through Facebook and Instagram were taken part in the study. The study adopted a quantitative method and data analysed PLS method y using Adanco software. The findings showed that ethicality, human capital, and social capital, and innovation are the determinant of success factors of home-based businesses. The study contributed to the academic literature on home-based businesses and insights of the success factors of home-based entrepreneurs for people who intend to venture into home-based businesses using social media network platforms.