Digital Transformation Capability as a Driver of Agropreneurial Performance in Social Commerce Context

Abstract

The rapid expansion of social commerce has transformed entrepreneurial activity by enabling small firms to reach broader markets through integrated content, interaction and transaction functions. Yet platform access alone does not explain why some agropreneurs convert digital activity into stronger business performance. This study examines the relationships between adaptive content capability, platform capability utilisation, institutional alignment capability and agropreneurial performance in the Agromarketing Masterclass TikTok Shop Edition (AMTTSE), a government-supported digital entrepreneurship programme implemented by the Federal Agricultural Marketing Authority (FAMA), Malaysia. A quantitative, non-experimental and cross-sectional design was applied to programme data associated with 80 companies, 160 entrepreneurs, 425 stock-keeping units and 13 companies owned by persons with disabilities during June-December 2024. Partial least squares structural equation modelling assessed the reported capability relationships, and the indirect effect was evaluated through 5,000 bootstrap resamples. The available record indicates significant positive relationships for the three capability paths and a significant mediating relationship through platform capability utilisation. Because the available archival record did not preserve the original structural-model output, effect magnitudes, path coefficients, t-values, p-values, confidence intervals and explained variance cannot be reported in this revised manuscript. Programme records reported cumulative gross merchandise value of RM6,205,957.06 and a return ratio of 1:31. The findings suggest that agropreneurial performance is associated with a configuration of content, platform and institutional capabilities, while the non-experimental design precludes causal interpretation.