The influence of entrepreneurial role model on entrepreneurial intention: a cross-level investigation

Purpose - Most of current studies have explored the impact of entrepreneurial culture on entrepreneurial intentions in specific region rather than cross-cultural regions; in addition, these studies have looked more at entrepreneurial role models as part of the environmental factors that influence individuals’ entrepreneurial intentions (Lafuenteet al., 2007), rather than viewing environmental factors as independent variables. Furthermore, less research exists to hypothesize and validate the mechanism of this process, even if some studies have already shown the similar ideas. To fill the aforementioned research gap in this area, based on new institutional theory and social cognitive career theory, this paper aims to explore the influence of entrepreneurial role models on entrepreneurial intentions in different cultural contexts by introducing two independent national-level factors, collectivism and media publicity, and subsequently examines the mediating role of self-efficacy. Design/methodology/approach - Two major international databases, Adult Population Survey Global Entrepreneurship Monitor (APS GEM) 2017 and Global Leadership and Organizational Behavior Effectiveness (GLOBE), were used as data sources for this paper. In total, the authors obtained data from 174,128 respondents in the APS GEM 2017 database. Because there is a national-level variable, collectivism, which was collected by the GLOBE, the authors excluded 50,046 participants because their countries did not score collectivism in this database. After screening, 124,082 valid observations from 35 countries were obtained. In this study, hierarchical linear modeling (HLM) was used as the method and HLM 6.08 was adopted for data analysis. According to the purpose of the study, the following four different models will be tested in turn using the HLM, which include the null model, random coefficients regression model, intercepts as outcomes model and slopes as outcomes model. Findings - Some previous studies have shown that entrepreneurial role models have a positive impact on individuals' entrepreneurial intentions, however, the exploration of this effect and its mechanisms in different cultural contexts is lacking (Abbasianchavari and Moritz, 2021). In response, based on a cross-level and cross-national survey, this paper advances the original literature by introducing two cultural dimensions, collectivism and media publicity. The current results suggest that the positive influence of entrepreneurial role models on individuals’ entrepreneurial intentions is somewhat generalized and that self-efficacy plays a mediating role. Moreover, collectivism and media publicity can negatively and positively moderate the effects of entrepreneurial role models on self-efficacy and entrepreneurial intentions, respectively. The findings provide some theoretical support for the role of cultural context in the formation of entrepreneurial intentions, which can help countries with diverse cultures to develop differentiated entrepreneurial role model advocacy strategies to better facilitate the emergence of potential entrepreneurs and advance their subsequent entrepreneurial activities. Research limitations/implications - First, because this study assumes that entrepreneurial role models are templates that can inspire potential entrepreneurs and provide them with entrepreneurial approaches (Lavioletteet al., 2012), which has a certain positive bias, it may mean that the findings of this paper are not applicable to all scenarios, as role models are usually classified by scholars into positive and negative ones. The effect of different types of role models on entrepreneurial intention in a cross-cultural context will be considered as one of the future research directions. Second, in the measurement of country-level variables, this paper assumes that the degree of media publicity and collectivism are homogeneous within a country and does not take into account the differences in these two variables across regions within the same country. Future research is expected to use more granular designs to explore, for example, the effect of entrepreneurial role models on entrepreneurial intentions based on regional differences in media publicity and collectivism, rather than national differences. Third, due to the cross-sectional research design used in this paper, the dynamic influence of entrepreneurial role models in the entrepreneurial process was not included in the analysis. In addition, the focus of this study is only on entrepreneurial intention, which is separated from the subsequent entrepreneurial behavior of entrepreneurs. Therefore, the longitudinal study design that explores the dynamic influence of role models in entrepreneurial process should receive more attention. Practical implications - First, enhancing the exposure of entrepreneurial role models is necessary because the authors found that entrepreneurial role models can positively promote entrepreneurial intentions, whereas self-efficacy plays a mediating role. For example, it is advised for the society to publish entrepreneurs' autobiographies, open entrepreneurial forums, create entrepreneurial interview columns, etc. In these books and activities, detailed descriptions of successful entrepreneurs' methods and skills are highly needed, as these can help potential entrepreneurs to better understand the entrepreneurial process, thus improving their self-efficacy and facilitating their entrepreneurial activities (Zhaoet al., 2005). It is necessary to note here that matching the characteristics of entrepreneurial role models and potential entrepreneurs cannot be ignored, as similar characteristics could facilitate the desire of potential entrepreneurs to become more like entrepreneurial role models (Hoffner and Buchanan, 2005).These similar characteristics encompass both demographic characteristics, such as gender, race and age (Garcia, 2017; Harwood, 1999; Jose, 1989), and personal characteristics, such as goal embodiment and educational background (Bosmaet al., 2012; Morgenrothet al., 2015). Moreover, the authors believe that the media's promotion of entrepreneurial role models and entrepreneurial activities needs to be enhanced, for example, by incorporating entrepreneurship education in television programs, allowing youth to meet face-to-face with successful entrepreneurs, and developing entrepreneurship lectures or interview programs. Social implications - At the same time, role models should be presented differently in diverse cultural contexts. For example, in countries with a strong collectivist orientation, the media should include collectivist messages when promoting entrepreneurial role models, such as his cooperation with the government, family and friends, which is in line with collectivist values, so that potential entrepreneurs in a collectivist context may perceive more similarity to role models and thus increase their entrepreneurial intentions (Morriset al., 1994); On the contrary, in countries with low collectivist tendencies, the media can appropriately carry an element of individualism when promoting entrepreneurial role models, for example, by telling how entrepreneurs succeed on their own strength and superior abilities, which is in accordance with the values of individualism. Based on the same logic, potential entrepreneurs in the context of individualism may thus generate more entrepreneurial intentions (Morriset al., 1994). Originality/value - First, building on previous studies that explored the relationship between entrepreneurial role models and individuals’ entrepreneurial intentions (Stupacheret al., 2017), the authors further validated the moderating role of two national-level situational factors, collectivism and media advocacy, in this process, which echoes Abbasianchavari and Moritz (2021) that exploring the effects of entrepreneurial role models on entrepreneurial intentions in different cultural context is an essential topic for the future research. Second, the authors demonstrated that self-efficacy can mediate the relationship between entrepreneurial role models and entrepreneurial intentions and that this finding is generalizable. This responds to the hypothesis presented by Morgenrothet al.(2015) that role models, who are served as behavioral templates, can facilitate the generation of goals and behavioral intentions by increasing role aspirates’ self-efficacy, as it enhances their perceived accessibility to goals. Another contribution is that the authors found a possible explanation that the interaction of collectivism and media publicity with entrepreneurial role models may influence individuals' entrepreneurial intentions by affecting their self-efficacy, which unifies the new institutional theory and social cognition career theory.