Learning, Networking, and Venture Aspirations: Understanding Social Media’s Role in Student Entrepreneurial Intentions

Abstract

The theoretical and empirical literature on the influence of social media on the entrepreneurial intentions of university students in Pakistan remains limited. This study aimed to address this gap by examining how social media affects entrepreneurial intentions through the application of the Theory of Planned Behaviour (TPB) and Social Learning Theory (SLT). Primary data were collected using psychometric questionnaires during the first phase and semi-structured interviews with twelve participants during the second phase. An explanatory sequential design was adopted, involving 300 undergraduate students in Lahore at the initial stage. Subsequently, twelve participants were purposefully selected based on the testing framework established in the first phase. Structural Equation Modelling (SmartPLS 4) was employed for analysis. The quantitative findings revealed that social media positively and significantly predicted entrepreneurial intentions through perceived opportunities available on these platforms. However, perceived misinformation, distractions, and digital risks demonstrated a significant negative relationship with entrepreneurial self-efficacy. These findings were supported by the qualitative interviews, where students viewed social media as a tool for opportunity recognition, role modelling, networking, and skill development. Platforms such as YouTube, Instagram, and LinkedIn were identified as accessible entrepreneurial learning communities. At the same time, students highlighted risks including online scams, unrealistic expectations, information overload, and misleading content.The study concludes that social media functions as a double-edged sword, influencing both cognitive learning (attitudes, norms, and perceived control) and social learning (modelling and reinforcement) in shaping entrepreneurial intentions. The findings suggest that universities in Pakistan should promote guided digital entrepreneurship and social media education to support effective new venture development.