This study examines how parasocial relationships with influencers shape e-entrepreneurial intentions among Millennials and Generation Z. In addition, the study investigates the mediating roles of theory of planned behavior constructs, including attitudes toward e-entrepreneurship, perceived behavioral control and subjective norms.
Data were collected from 381 social media users across both generations and analyzed using partial least squares structural equation modeling.
Results indicate that attitudes toward e-entrepreneurship and perceived behavioral control fully mediate the relationship between parasocial relationships and e-entrepreneurial intentions. These findings highlight parasocial relationships as a key antecedent that shapes entrepreneurial cognitions, which in turn drive e-entrepreneurial intentions.
Social media influencers can serve as virtual mentors to inspire e-entrepreneurial behavior among youth. Policymakers, incubators and digital entrepreneurship programs can leverage influencer-follower dynamics to foster e-entrepreneurial intentions among youth, particularly in digitally advanced emerging economies.
Unlike prior research that primarily examines influencers’ effects on consumer behavior, this study shows how parasocial relationships shape e-entrepreneurial intentions. It further highlights the mediating role of the theory of planned behavior constructs in explaining how one-sided relationships with influencers translate into entrepreneurial intentions.
