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Perceived representation of entrepreneurship in the mass media and entrepreneurial intention

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  • Ana Laguía

    (Universidad Nacional de Educación a Distancia (UNED))

  • Juan A. Moriano

    (Universidad Nacional de Educación a Distancia (UNED))

Abstract

The effect of the mass media on entrepreneurial intention has received little attention thus far. In addressing this gap, this study explores the influence on entrepreneurial intention of perceived social legitimacy of famous entrepreneurs and entrepreneurship in the media as well as perceived entrepreneurial skills learned through the media. Drawing on the theory of planned behavior, this influence is tested among 320 Spanish participants both directly and indirectly through the three components posited by this theory (i.e., attitudes toward entrepreneurship, subjective norms, and entrepreneurial self-efficacy). The results of partial least squares structural modeling revealed that positive attitudes and entrepreneurial self-efficacy mediated the social legitimacy – entrepreneurial intention and skills – entrepreneurial intention relationships, although subjective norms were not significant. Thus, while previous empirical evidence has indicated a direct link between these variables and entrepreneurial intention, the study of social legitimacy and perceived entrepreneurial skills may benefit from considering this robust theoretical framework. This study also offers practical implications. Television programs and other formats can be useful in entrepreneurship education as pedagogical materials. Additionally, when these programs are broadcast to the general public, it is advisable to test how they influence attitudes, subjective norms, and self-efficacy.

Suggested Citation

  • Ana Laguía & Juan A. Moriano, 2021. "Perceived representation of entrepreneurship in the mass media and entrepreneurial intention," International Entrepreneurship and Management Journal, Springer, vol. 17(1), pages 401-421, March.
    • Handle: RePEc:spr:intemj:v:17:y:2021:i:1:d:10.1007_s11365-019-00609-1
    DOI: 10.1007/s11365-019-00609-1
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    References listed on IDEAS

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    1. Francisco Linan & Alain Fayolle, 2015. "A systematic literature review on entrepreneurial intentions : citation, thematic analyses, and research agenda," Post-Print hal-02313298, HAL.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    Cited by:

    1. Li, Xing & Yang, Gang & Shao, Tihang & Yang, Dan & Liu, Zimin, 2024. "Does digital infrastructure promote individual entrepreneurship? Evidence from a quasi-natural experiment on the “Broadband China” strategy," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    2. Yu, Xin & Zhang, Ting & Bogers, Marcel L.A.M., 2023. "Why do user innovators want to pursue user entrepreneurship? On the influence of the communitarian identity," Journal of Business Venturing Insights, Elsevier, vol. 20(C).
    3. Mohammad Tahlil Azim & Md. Mazharul Islam, 2022. "Role of religiosity, social factors, and perceived subjective norms on entrepreneurial intention: a study on tertiary level students," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 12(1), pages 341-356, December.
    4. Jose Ramon Saura & Daniel Palacios-Marqués & Domingo Ribeiro-Soriano, 2023. "Leveraging SMEs technologies adoption in the Covid-19 pandemic: a case study on Twitter-based user-generated content," The Journal of Technology Transfer, Springer, vol. 48(5), pages 1696-1722, October.

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