The impact of mass media entrepreneurship education on entrepreneurial mindset and intentions to start a business

Abstract

Mass media platform radio has enjoyed minute attention within the entrepreneurial education discipline thus far. As an intervention, this study investigated the impact on entrepreneurial intention of mass media entrepreneurial education and entrepreneurial mindset. The mediating role of entrepreneurial mindset between mass media entrepreneurial education and entrepreneurial intentions was also examined. Drawing on the theory of planned behaviour this effect is tested among radio audience participants in South Africa through the dimensions of the theory, namely attitudes toward entrepreneurship, subjective norms, and perceived behavioural control. This research examines the factors and dimensions of different categories of mass media entrepreneurial education, namely generalised, augmented, and motivational entrepreneurial education. Initially, the study outlines an examination of the literature defining, discussing, and contrasting the three mass media categories. This is followed by an examination of the relationships between the constructs of interest and their effect on entrepreneurship development. A quantitative method was applied in this preplanned and structured study. Based on previous studies four hypotheses have been developed and tested through online questionnaires. Convenience sampling was used and 859 respondents' worth of data was collected and analysed. The data was statistically interpreted using descriptive statistics, factor, and regression analysis. The result of the study shows a strong positive relationship between the subcategories of mass media entrepreneurial education on entrepreneurial intentions. And a strong mediating role that entrepreneurial mindset has on mass media entrepreneurial education and entrepreneurial intentions. Furthermore, this study also outlines practical implications and future research suggestions.