NAVIGATING ENTREPRENEURIAL INTENTIONS IN THE DIGITAL AGE: INSIGHTS INTO SOCIAL NETWORKING AND SELF-EFFICACY DYNAMICS

This study investigates the factors influencing entrepreneurial intentions among young individuals. By building upon the theory of planned behavior, we conceptualize subjective norms, social media usage and perceived networking competencies as attitudes influencing entrepreneurial intentions. The data for the study were collected from a sample of 250 young individuals via an online survey by employing a purposive sampling method. The sample comprised 53 percent female respondents and 47 percent male respondents. Subsequently, the data was analyzed using the structural equation modeling (SEM) technique. Findings reveal that social norms and perceived networking competence positively affect entrepreneurial intentions, aligning with previous research. However, the study introduces a novel perspective by demonstrating that self-efficacy negatively moderates the relationship between social media usage, perceived networking competence and entrepreneurial intentions. Our study suggests that although digital technology plays a role in shaping entrepreneurial intentions, its effect may be more indirect than previously thought. This suggests that individuals with high self-efficacy may rely more on internal confidence than external factors in shaping their entrepreneurial aspirations. Contrary to expectations, social media usage was found to have no direct effect on entrepreneurial intentions. To enhance generalizability, future research should adopt a cross-cultural perspective. Additionally, longitudinal studies are needed to explore the evolving effect of self-efficacy on entrepreneurial outcomes, and further investigation into the complex interplay of networking competence, social norms and digital influences is warranted.