Assessing the Influence of Digital Entrepreneurial Role Model, Innovative Cognition and Social Media Adroitness on Digital Entrepreneurial Intention Among University Students in Malaysia

Digitalization has caused significant changes in the evolution of entrepreneurial business models, evolving new digital business prospects and opportunities with the creation of online businesses. Digitalization form of entrepreneurial activity known as digital entrepreneurship. This provides new self-employment opportunities for university students to establish a new venture. This study investigates the social capital factors of digital entrepreneurial role model, innovative cognition and social media adroitness in influencing digital entrepreneurship intention among university students in Malaysia. Using purposive and convenience sampling methods, a sample of 399 data points was collected from university students in Klang Valley, Malaysia. The PLS-SEM analysis results showed that the digital entrepreneurial role model, innovative cognition and social media adroitness significantly influenced digital entrepreneurship among university students. The findings of this study provide meaningful implications for policymakers and educational institutions.