...Muhmmad Bilal Ahmad; Subhan Shahid; Ayesha Noor; Abdullah Ijaz Purpose 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...

...Manisha Chaudhary; Abhijeet Biswas Purpose The domain of E-entrepreneurial intentions has gained prominence in India because entrepreneurial activities have significantly risen over the last decade. The growth of E-commerce and emphasis on the digital economy present ample opportunities for online...