The Impact of Mass Media Entrepreneurship Education on Entrepreneurial Mindset and Intentions
Year: 2023
Type: article
Study design: Observational Study
Abstract: The existing research has focused on the role of traditional entrepreneurial education in promoting entrepreneurship. This study suggests that mass media radio entrepreneurial education, which is underexplored, fosters the development of an entrepreneurial mindset and intentions. As such, this study investigated how mass media entrepreneurial education influences entrepreneurial intentions through the development of entrepreneurial mindsets. Cross-sectional quantitative research was conducted on a final sample of 702 potential entrepreneurs in South Africa. Correlation analysis and structural equation modeling were used to analyze the data. The results of the study showed a strong positive relationship between some dimensions of mass media entrepreneurial education, an entrepreneurial mindset, and intentions. Entrepreneurial mindset derived from mass media education had a significant impact on entrepreneurial intentions. In addition, the entrepreneurial mindset mediates some dimensions of mass media entrepreneurial education and entrepreneurial intentions. The study showed alternatives to traditional entrepreneurial education programs. Mass media can be used as an alternative when formal entrepreneurial education is limited.
Institutions: University of Pretoria, Rhodes University
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
SDG: Quality education
Open Access status: green
OpenAlex ID: W4388977541