Beyond likes: when influencer relationships translate into e-entrepreneurial intentions through opportunity recognition and self-efficacy

Abstract

Purpose Drawing on the social cognitive theory, this study aims to examine how and when parasocial relationships with social media influencers shape e-entrepreneurial intentions. Specifically, the authors investigate entrepreneurial opportunity recognition as a mediating mechanism and self-efficacy as a boundary condition that strengthens this process. Design/methodology/approach Data were collected from 367 active social media users in Pakistan using a two-wave, time-lagged survey design. The authors tested the hypothesized relationships using structural equation modeling. Findings The results reveal that parasocial relationships with social media influencers positively influence e-entrepreneurial intentions. Entrepreneurial opportunity recognition mediates this relationship, and self-efficacy strengthens the indirect effect, such that the relationship is stronger among individuals with higher self-efficacy. Originality/value This study contributes by leveraging social cognitive theory to explain how parasocial relationships with social media influencers function as a social learning mechanism that enhances opportunity recognition and shapes e-entrepreneurial intentions. It also bridges the marketing and entrepreneurship literature by revealing the mechanisms through which influencer engagement shapes e-entrepreneurial intentions.