Author(s): Linda Narh, Kofi Aning Jr., and Ibn Kailan Abdul-Hamid
Influencers are entrepreneurs leveraging digital technology to generate revenue by providing opportunities for brands to engage followers through organic content. This study examined how influencer venture success impacts cyber entrepreneurial intentions amongst college students. The mediating role of social media learning behaviour and self-efficacy was examined. The Evolutionary Theory and Friedkin and Johnsen’s Social Network Model theoretically explained the impact of influencer venture success on cyber entrepreneurial intentions. Data was collected from three hundred and fifty (350) college students. The valid responses were analysed using Structural Equation Modelling (SEM). The findings revealed that influencer venture success significantly predicts the formation of cyber entrepreneurial intentions among college students. Social media learning behaviour and self-efficacy partially mediated this relationship. These findings provide several theoretical and practical implications on the role of influencers in cyber entrepreneurial education.