摘要：This paper examines the relationship between the Online Social Media (OSM) usage and the attitude towards entrepreneurial communication within the context of Saudi Arabia. This cross-sectional study adopts a quantitative approach using an online survey of 606 users. Data was collected from (a) Young entrepreneurs; (b) Incubatee entrepreneurs; and (c) School age aspirant entrepreneurs using an online survey with 270 men and 336 women participated in the survey. The analyses were executed using the partial least squares (PLS) approach. Findings suggest that Usage of OSM have a positive impact on attitude towards Entrepreneurial Communication. The impact can be classified into three major themes of improvement in; (a) self-confidence; (b) personal verbal communications; (c) expression of mind; resulting positive responses for business development. The gender was also found to be significant moderating variable which reveals variations on the degree of effect between males and females. To the best of our knowledge, earlier researches failed to provide empirical link between assimilation of social media and attitude towards entrepreneurial communication skills within the Saudi context, taking into account the moderation effect of among gender groups. One of the hallmarks of research finding is identification of OSM Apps as a candidate supplement for personal communication within the business environment, which opens the chance for future research to study this area of knowledge.
关键词：Online Social Media (OSM);Attitude;Entrepreneurial Communication;Technology Usage;Information Systems;Saudi Arabia.
