Ahmad, Muhammad Bilal, Shahid, Subhan, Noor, Ayesha and Ijaz, Abdullah ORCID: https://orcid.org/0000-0003-4180-7399 (2026) E-entrepreneurial intentions: parasocial relationships with influencers. Management Decision (MD). ISSN 0025-1747 (Online) (In Press)

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Abstract

Purpose – Thisstudy examines how parasocial relationships with influencers shape e-entrepreneurial intentions among Millennials and Generation Z. In addition, the study investigates the mediating roles of theory of planned behavior constructs, including attitudes toward e-entrepreneurship, perceived behavioral control and subjective norms.
Design/methodology/approach – Data were collected from 381 social media users across both generations and analyzed using partial least squares structural equation modeling.
Findings – Results indicate that attitudes toward e-entrepreneurship and perceived behavioral control fully mediate the relationship between parasocial relationships and e-entrepreneurial intentions. These findings highlight parasocial relationships as a key antecedent that shapes entrepreneurial cognitions, which in turn drive e-entrepreneurial intentions.
Practical implications – Social media influencers can serve as virtual mentors to inspire e-entrepreneurial behavior among youth. Policymakers, incubators and digital entrepreneurship programs can leverage influencer-follower dynamics to foster e-entrepreneurial intentions among youth, particularly in digitally advanced emerging economies.
Originality/value – Unlike prior research that primarily examines influencers’ effects on consumer behavior, this study shows how parasocial relationships shape e-entrepreneurial intentions. It further highlights the mediating role of the theory of planned behavior constructs in explaining how one-sided relationships with influencers translate into entrepreneurial intentions.

Item Type:	Article
Uncontrolled Keywords:	E-entrepreneurial intentions, parasocial relationships with influencers, Theory of planned behavior
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Business, Operations and Strategy
Last Modified:	03 Mar 2026 12:06
URI:	https://gala.gre.ac.uk/id/eprint/52496

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