Title: Digital entrepreneurs in Uzbekistan: exploring alertness, opportunity recognition, exploitation and the mediating role of social media use

Authors: Nergis Aziz; Derya Dogan; Barry A. Friedman; Zamira Ataniyazova; Dilmurod Khodiev

Addresses: Istanbul, Turkey ' Neva Informatics and Commerce, Esenevler mah Kervan sok No:1/1 Umraniye, Istanbul, Turkey ' School of Business, State University of New York at Oswego, Oswego. New York 13126-3599, USA ' School of Business and Economics, Westminster International University in Tashkent, 12 Istiqbol Street, Tashkent 100047, Tashkent, Uzbekistan ' School of Business and Economics, Westminster International University in Tashkent, 12 Istiqbol Street, Tashkent 100047, Tashkent, Uzbekistan

Abstract: This study explores the influence of social media on the relationship between alertness and opportunity recognition in digital entrepreneurship. It also investigates hedonic value as a pre-cursor to social media use and opportunity recognition's role in predicting opportunity exploitation. Data from 153 Uzbekistan digital entrepreneurs were analysed using PLS-SEM. Results showed a significant positive relationship between hedonic value and social media use (β = 0.265; p ≤ 0.00). Social media use fully mediated the relationship between entrepreneurial alertness and opportunity recognition (β = 0.12, p < 0.05, bootstrap bias-corrected 95% CI [0.045, 0.25]). Additionally, a significant positive relationship was found between opportunity recognition and exploitation (β = 0.337; p ≤ 0.00). These findings have implications for fostering digital opportunity recognition and exploitation in emerging economies, highlighting the role of hedonic value, social media use, and alertness for digital entrepreneurs.

Keywords: digital entrepreneurship; social media use; social media platforms; entrepreneurial alertness; opportunity recognition; opportunity exploitation; hedonic value; entrepreneurial experience; emerging markets; Uzbekistan; Commonwealth of Independent States; CIS countries; COVID-19 lockdown.

DOI: 10.1504/IJBEM.2026.150248

International Journal of Business and Emerging Markets, 2026 Vol.18 No.1, pp.20 - 47

Received: 19 May 2023
Accepted: 14 Jul 2023
Published online: 05 Dec 2025 *

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