Factors Affecting Social Media-Based Entrepreneurial Intentions Among Female University Students

Document Type : Original Article

Authors

1 Department of Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.

2 Department of Business Administration, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.

3 Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.

Abstract

In today's world, social media is recognized as a key tool in shaping individuals' social and economic behaviors. 1 These platforms not only improve social communication but also act as a catalyst for fostering entrepreneurial motivations among young people, especially female students. The aim of this research was to investigate the factors affecting social media-based entrepreneurial intentions among female university students. This research was applied in terms of purpose and descriptive-causal in terms of data collection. The statistical population included all female students enrolled in public universities in Fars province, Iran. Stratified random sampling was used, resulting in 386 participants. The data collection tool was a questionnaire, whose validity and reliability were evaluated and confirmed. Descriptive and inferential statistics were used to analyze the data, employing SPSS26 and Smart PLS4 software. The findings showed that perceived enjoyment, social influence, and social benefits positively affect perceived usefulness. Technological knowledge positively affects perceived ease of use, and in turn, perceived ease of use positively affects perceived usefulness and attitude towards social media. Additionally, perceived usefulness positively affects attitude towards social media, and attitude towards social media positively affects social media-based entrepreneurship. Finally, filtering has a negative impact on social media-based entrepreneurship. The results of this study provide valuable insights for policymakers and planners in the field of study.

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History

  • Receive Date: 17 February 2025
  • Revise Date: 03 March 2025
  • Accept Date: 06 March 2025

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