The Mechanisms of Social Media Influence on Innovation and Entrepreneurship among University Students in Shanxi, China

บทคัดย่อ

This study aimed to study universities’ students in innovation and entrepreneurship in Shanxi Province, China. As the research objectives to determine the factors that social media should have to improve the innovation and entrepreneurship ability. With analyze the key entrepreneurial and innovation competencies among university students, and also to investigate the effect social media on the promotion of university students' innovation and entrepreneurship ability. The study identified the important influencing factors of social media content that affect university students' innovation and entrepreneurship. Combining theory and interview analysis with mixed research method. Quantitative method which questionnaire surveys 466 valid questionnaires were analyzed for data analysis, and Qualitative method which 25 experts from 5 colleges were collected as dept-interview as well. At the results in qualitative method, domains of interview are the main points supported research objectives clearly in qualitative method that Social Media have to improve the innovation and entrepreneurship ability. And the results in quantitative method, Independent variables as Social Media, Media literacy, and Content usage factors have average value in correlation (r) at p-value <0.05 at high in relate to dependent variable on social usage factors. Finally, this   study proposes research suggestions that schools should improve the innovation and entrepreneurship capabilities of Shanxi college students through course education and practical help from the knowledge information, case experience, entrepreneurial resources, personal network, entrepreneurial channels, content-based use, and  social-based use  of social media.  For research in future should to search to factors affecting innovation and entrepreneurial performance will be more worldwide.