E-entrepreneurial intentions: parasocial relationships with influencers

Purpose This study 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.