Do Entrepreneurial Influencers Shape University Students’ Entrepreneurial Intentions: Evidence from Morocco

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The paper examines the predictors of entrepreneurial intentions among Moroccan university students, focusing on the entrepreneurial role models and influencers. The study is based on the Theory of Planned Behaviour (TPB) and the Social Learning Theory (SLT), which explores the influence that role-model inspiration and social support have on the intentions of students to venture into entrepreneurship. Gender, type of university, entrepreneurial self-efficacy, and previous exposure to the field of entrepreneurship are also scrutinized as moderating variables. Through self-administered surveys, data collected from 272 Moroccan university students and the partial least squares (PLS) structural equation modelling method was applied. The results indicate that the entrepreneurial role models and social support are identified as the most effective antecedents of entrepreneurial intentions, which are stronger than attitudinal or institutional ones. These findings demonstrate the relevance of visibility, mentorship, and experience learning in developing entrepreneurial orientations among younger generations.

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