How social media impact social entrepreneurial intentions: the serial mediation roles of risk propensity and entrepreneurial self-efficacy

As societies around the globe experience various social problems with a rising population and an ever-changing political and economic landscape, scholars have been paying much attention to social entrepreneurship. Social entrepreneurship possesses the ability to address many social problems, especially in developing nations such as Sri Lanka. In this light, this study was carried out to find the impact that social media has on social entrepreneurial intentions among undergraduate students in Sri Lanka, while exploring the mediation effects of entrepreneurial self-efficacy and risk propensity. A sample of 252 students was taken from a Sri Lankan university, and a telephone-based survey was used to collect data. Partial least squares structural equation modelling was used to analyze data, using the SmartPLS4 software. The results from the analysis showed that social media significantly impacts social entrepreneurial intention, while entrepreneurial self-efficacy and risk propensity had a serial mediation effect on the impact. This study makes many novel contributions to social entrepreneurial intention research, as it explores how social media impacts social entrepreneurial intentions and the serial mediation effect of risk propensity and entrepreneurial self-efficacy in a single theoretical model. Policymakers and educational institutions are heavily encouraged to use social media platforms to diffuse social entrepreneurial concepts among undergraduate students. Finally, the study offers limitations and directions for future research.