Role of Social Networking Sites in promoting E-commerce Business: An analysis of Entrepreneur Perception in Punjab

This research explores the interdependent relationship between e-commerce businesses and social networking sites, focusing on entrepreneurial perception in Punjab, Pakistan. Entrepreneurship involves making and managing new businesses to generate revenue, often spurred by market needs. E-commerce, including online trade, has become an integral component of modern business. This study investigates the role of social networking sites on e-commerce entrepreneurship, identifying the occurrence of social media and its potential to drive economic growth. The combination of these platforms forms a dynamic socialmarket, offering ease to both buyers and sellers.A quantitative research design is adopted, involving a questionnaire-based survey of approximately 400 e- commerce entrepreneurs and customers from South and Central Punjab. Utilizing SPSS for analysis, the study examines correlations and developments within the data. This research uncovers the intricate dynamics of e- commerce entrepreneurship, revealing diverse perceptions and behaviours.