Lakhasly

establishing an HBB, with the other reasons being convenience (20%) and family or domestic reasons
(18%). Similarly, Walker and Brown's (2004) study of Australian HBBs in the property and business
services sectors found that the impetus of owner entrepreneurs included a range of both economic and
lifestyle drivers. Many researchers have shown an increased interest in understanding the motivating
factors that impact entrepreneurs’ decisions to create new ventures (Shane et al., 2003; Carsrud and
Brännback, 2011; Fayolle et al., 2014). Attempting to review the empirical studies exploring
entrepreneurial motivations, Shane et al. (2003) identified several significant motivators in encouraging
entrepreneurship: need for achievement, tolerance of ambiguity, locus of control, self-efficacy, and goal
setting. Furthermore, Shane et al. (2003) identified the motivational factors which are critical in determining
the entrepreneurial process and Intention, namely independence, drive, passion. These motivators are
also called classic motivators (Jean and Forbes, 2012). Home has become a crucial center for work in the
post-industrial age, reversing the dynamics of the industrial era that divided home and work areas
(Felstead et al., 2005). The home is no longer a refuge from work, but rather the core location for it, as
Pink points out (2001, p. 41). Work-from-home jobs now account for 11% of all jobs in the UK. This is a
35% increase from 1997 according to the Labour Force Survey conducted in 2005. (Ruiz and Walling,
2005). Two trend may be witnessed in the rise of home-based working. To begin, large corporations have
realized the cost savings and productivity gains that can be realized by having people work from home
instead of an office (Donkin, 2008). There has also been an increase in the number of enterprises that can
be run from home. In fact, home-based business owners outnumber home-based employees.
A study by Alhothali (2020b) explored the challenges experienced by Saudi HBBs and demonstrated
three critical challenges faced by female entrepreneurs to start and sustain their HBBs. Financial
challenges were the main impediment facing HBBs in their business journey. The respondents
emphasized that a shortage of money is the main challenge facing them during the seed, prestart-up, and
expansion stages. Societal challenges were also found to be critical to female-owned HBBs during the
seed stage, such as family disapproval. Psychological challenges were among the difficulties faced by
home-based businesswomen, where they are critical during the seed stage. Specifically, the apparent
psychological challenge was unequivocal fear related to the temporary cognitive and emotional experience
of anxiety. Social media adoption to improve and support business functions has been widely recognized
and studied (Abed et al., 2016; Alwan et al., 2017; Tripopsakul, 2018. A series of internet-based apps built
on the ideological and technological foundations of Web 2.0 and allowing the creation and exchange user
created content are referred to as "social media" by Kaplan & Haenlein (2010, p. 61). Social media benefits
transcend simple social communication to strengthen reputations, generate opportunities, and increase
monetary revenues (Tang et al., 2012). Mohamad and Ismail (2009) classified prior studies concerning
technology adoption into categories of readiness, adoption, diffusion, and impact studies. Adoption
research focuses on the elements and drivers that influence adoption, which can be classified into
numerous categories such as managerial, organizational, environmental, and technological. Adoption
research examines the elements that operate as adoption motivators and barriers, as well as their potential
impact on adoption decisions. Chen and McQueen (2008) conducted a comprehensive evaluation of the
previous literature on the adoption of e-commerce in small firms. Users of information communication
technologies (adopters and nonadopters) (Egan et al., 2003; Ramsey and McCole, 2005), the time of
adoption (i.e., adopters, prospectors, and laggards) (Lertwongsatien et al., 2003), and levels of use (i.e.,
adoption-exploitation continuum) have all been scrutinized in adoption studies (Offstein and Childers,
2008) to differentiate between patterns of using technologies in small business. According to previous
research, social media can be useful for reaching out to potential customers, listening to their voices,
building massive business networks (Constantinides et al., 2010), fostering reputation, and gathering
marketing intelligence (Nakara et al., 2012). Social media is essential for corporate communication and
building long-term relationships with customers (Zekan et al., 2011). It has been recently emphasized that