Social media capital, facilitating conditions, and digital self-efficacy: an integrated model of internet entrepreneurship intention in India

Advancements in digital technology have lowered barriers to student entrepreneurship by reducing startup costs and infrastructure needs, making internet entrepreneurship a viable option for aspiring entrepreneurs in emerging economies. However, targeted support is required to develop students’ capabilities to participate effectively in the digital economy. This study examines how social media capital, facilitating conditions, and digital self-efficacy shape internet entrepreneurship intention among business students in India, drawing on Social Cognitive Theory, Social Capital Theory, and the Unified Theory of Acceptance and Use of Technology (UTAUT). It also investigates the mediating role of digital self-efficacy in linking external resources with internet entrepreneurship intention. Based on a survey of 311 students analyzed using PLS-SEM, results reveal that digital self-efficacy is a key predictor of entrepreneurial intention and mediates the influence of both social media capital and facilitating conditions. Social media capital also reinforces facilitating conditions, highlighting their interdependence within the internet entrepreneurial ecosystem. A gender-based analysis revealed that the effect of social media capital on digital self-efficacy was significant only for female students. Integrating three theoretical perspectives, the study offers insights into how social and structural enablers interact with internal capabilities to foster internet entrepreneurship intention.