Does Social Media Influence e-Entrepreneurial Innovation: Exploring the Role of AI Adoption and Government Involvement

Social media and e-entrepreneurial innovation are vital for businesses, providing unique opportunities to engage with target customers, enhance brand visibility, drive customer acquisition, and maintain competitiveness in an increasingly digital marketplace. Therefore, this study aims to investigate the impact of social media on e-entrepreneurial innovation, with a specific focus on the roles of Artificial Intelligence (AI) adoption and government involvement as critical moderating factors. Utilizing a quantitative approach, we surveyed 345 entrepreneurs operating in Oman, aiming to examine how these elements influence entrepreneurial endeavors within the digital realm. Our findings reveal a significant relationship between social media utilization and advancements in e-entrepreneurial innovation, underscoring the essential role that effective social media strategies play in driving innovative practices. Furthermore, we explore the moderating effects of AI adoption, revealing how integrating advanced technologies can enhance the impact of social media on entrepreneurial innovation. Importantly, our results highlight the pivotal role of government involvement as a moderator, demonstrating how regulatory frameworks and support mechanisms can shape the relationship between social media engagement and innovation outcomes. By addressing these key dimensions, this research contributes valuable insights to academic discourse on digital entrepreneurship and offers practical implications for policymakers and entrepreneurial stakeholders. The findings guide fostering innovation and growth within the Omani entrepreneurial ecosystem, emphasizing the need for strategic alignment between social media efforts, AI adoption, and government policies to enhance e-entrepreneurial success.