The Role of Social Media Influencers in Shaping Entrepreneurial Intention: Evidence from Morocco

Abstract

Abstract

This study examines the role of social media influencers in shaping entrepreneurial intention in Morocco by analysing the effects of influencer credibility, authenticity, inspirational capacity and informative content value. Grounded in the Theory of Planned Behavior, social cognitive theory and the entrepreneurial role-model perspective, the study adopted a positivist, quantitative and hypothetical-deductive approach. Data were collected from 140 Moroccan social media users exposed to entrepreneurial or business-oriented influencer content and were analysed using partial least squares structural equation modelling through SmartPLS. The measurement model demonstrates satisfactory reliability and convergent validity. The structural results indicate that credibility, authenticity, inspirational capacity and informative content value are positively associated with entrepreneurial intention. Together, these variables explain 80.8% of its variance, with inspirational capacity presenting the strongest effect, followed closely by credibility, authenticity and informative content value. The study extends influencer research beyond consumer behaviour by positioning social media influencers as potential sources of entrepreneurial learning, motivation and role modelling.

Keywords: social media influencers; entrepreneurial intention; influencer credibility; influencer authenticity; Morocco.