INTERNET PERSONALITIES AND THE BRANDING OF ENTREPRENEURSHIP TO PRIVATE AND PUBLIC UNIVERSITY STUDENTS IN EGYPT | ||
| المجلة العلمية لبحوث العلاقات العامة و الإعلان | ||
| Article 13, Volume 2025, Issue 31, January 2025, Pages 1-47 PDF (869.16 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjocs.2025.415430 | ||
| Author | ||
| Radwa Ashoush | ||
| Lecturer, Faculty of Communication and Mass Media, The British University in Egypt. | ||
| Abstract | ||
| Entrepreneurship is a means of economic growth and employability in a nation. Branding entrepreneurship among university students is a practice adopted by a number of developed countries to promote this kind of business and increase entrepreneurial intentions. Social media and internet personalities have had their share of promoting it. This study aims at understanding the effect of internet personalities on branding entrepreneurship to private and public university students in Egypt. The researcher used the survey to identify the general perception of Egyptian university students of entrepreneurship, entrepreneurial education, and internet personalities promoting entrepreneurial content, as well as the effect of internet personalities on entrepreneurial intentions. The study has shown that university students value other influences when it comes to motivation to start a business, gaining knowledge about entrepreneurship, or factors that affect their entrepreneurial intentions. Through the study, a number of factors pertaining to building entrepreneurial intentions showcased themselves. It also provided insight on key factors affecting entrepreneurial intentions. The study also presented an overview on the perception of university students of internet personalities as a means of branding entrepreneurship. | ||
| Keywords | ||
| internet personalities; branding; entrepreneurial intentions; entrepreneurial education; online media | ||
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