The Influence of Social Media Literacy and Challenges on Youth Small Medium Entrepreneurs in Sindh, Pakistan

In today's digital landscape, social media literacy faces multiple challenges that impact Youth businesses, and society.The study focuses on comprehensively understanding the influence of social media literacy and the challenges on the young entrepreneurs' performance in Sindh, Pakistan.Also, how social media literacy and challenges impact on their business growth and customer engagement.357 purposive samples were collected from January 1 st , 2024, to February 28 th , 2024.A survey technique was employed on young entrepreneurs, who manage online businesses sale various products in Sindh, Pakistan.Data was analyzed using partial least squares, and structure equation modeling (PLS-SEM).The findings revealed a significant positive impact (p<0.05) of social media challenges; such as lack of management, cyber-security, lack of policies and regulations, culture and language barriers, and digital infrastructure on young entrepreneur's performance.It has been concluded that most young entrepreneurs encounter social media challenges because they have social media literacy about the uses of social media in their domain.Hence, this paper assesses the importance of social media literacy to overcome business challenges.The study offers the implementation of policies and regulations to policymakers, decision-makers, government programs, social media users, and online entrepreneurs.The study recommends employing qualitative research methods to uncover realities and challenges in the country and other states.