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Social media impact on startup entrepreneurial intention

Mallios Panagiotis

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Summary

The purpose of this thesis is to explore the impact of social media use on the display of entrepreneurial intention among startup entrepreneurs in Greece. The research reported herein is based on both theoretical and empirical studies within existing literature concerning entrepreneurial intention. Specifically, based on the Theory of Planned Behavior, the Entrepreneurial Event Model, the Technology Acceptance Model and the Unified Theory of Acceptance and Use of Technology, an integrated conceptual framework was developed and tested within the Greek startup ecosystem. Both qualitative and quantitative research methods were designed and used to identify the components of social media websites that could foster start up entrepreneurship. Fifteen startup entrepreneurs were interviewed during the first stage of research. Semi-structured in-depth interviews were used for data collection and all retrospective data were analyzed using content analysis and critical evaluation process, in order to elaborate and verify our initial conceptual model.In the second stage of the research, a quantitative approach was adopted to test the hypotheses based on the initial propositions and provide generalizable empirical results. A random sample of 528 Greek startup entrepreneurs and nascent teams participating in business incubators, accelerators, hubs and co-working spaces, startup contests, or actively involved within the startup ecosystem through social media communities, were surveyed. The hypotheses of the conceptual model were tested using structural equation modeling (SEM). Results from both research methods show that social media usage affects entrepreneurial intention by impacting its antecedents, namely, perceived feasibility and perceived desirability. Also results show that social media encourage and facilitate entrepreneurial activities, as they support the development of new role models. These significant research findings are useful not only for policy makers, but also for everyone involved in the Greek startup ecosystem. The implications of these findings are discussed in the final chapter of the study.

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