Youth Entrepreneurs in a Digital Environment: Adoption and Utilization of Instagram by Informal Sector Entrepreneurs in the Nairobi Metropolitan Region

Abstract

Web-based media popularly known as social media is a peculiarity that has revolutionized the business atmosphere. Since its inception and subsequent adoption by entrepreneurs, businesses havebeen able to get access to resources that were otherwise not affordable to them, including start-ups. It has not only helped business increase their contact with customers and suppliers but also cultivate strategic partnerships and helped businesses increase the worthiness. This study focused on analyzing the adoption and use of social media in the informal sector by youth entrepreneurs. Some of the specific objectives of this study include to assess how youth entrepreneurs in Kenya use social media in their business ventures, to examine the challenges experienced in adoption and use of social media by youth entrepreneurs in the informal sector as well as to study how the rise of social media and its use in business processes and operations has impacted entrepreneurial ventures and ambitions in society. The study was anchored on Technology Acceptance Model and the Diffusion of Innovations Theory. The study used descriptive research design and mixed methods approach for data collection. The study used questionnaires and Key Informant Interviews to collect quantitative and qualitative data. The study targeted 384 respondents aged 18 to 35 years old who are young entrepreneurs using Instagram for their fashion businesses: including clothing, shoes and jewelry within the Nairobi metropolitan area. The study found out that social media, especially Instagram is an important tool for youth entrepreneurs in the fashion industry, operating in Nairobi and its metropolitan area. The study also established that different entrepreneurs use social media differently, based on their needs, customers and capacity with regards to expertly using social media. The study concluded that use of social media by youth entrepreneurs in Nairobi and its metropolitan area is impressive, but a lot more can be adopted to optimize its use. Some of the recommendations made by the study include budgetary allocation for social media use, use of professional tools to carry out social media analytics and support from the government.