Shaping Sustainable Entrepreneurial Intentions among Business Graduates in Developing Countries through Social Media Adoption: A Moderating-Mediated Mechanism in Pakistan

Entrepreneurship is crucial for alleviating job challenges among business graduates and for sustaining a growing local economy. However, different factors support and encourage students to be entrepreneurs. Modern technologies such as social media are becoming more popular with young people in enterprise creation. However, the connection between social media use and business among the youth of developing countries has yet to be noticed. This study examines the relationship between entrepreneurial education (EE), attitudes toward sustainable entrepreneurship (ATSE), and sustainable entrepreneurial intentions (SEIs); as well as examining the moderating effect of social media adoption on this relationship. To put the proposed concept to the test, data was collected from 314 business graduates from Pakistani universities. Structural equation modeling using AMOS (Version 26) was utilized to test the proposed hypotheses. The study findings show that student attitudes concerning sustainable entrepreneurship mediate the association between EE and sustainable entrepreneurial intention. Furthermore, the results illustrate that social media moderated the relationship between the research participants' attitudes concerning sustainable entrepreneurship and their desire to practice sustainable entrepreneurship. The study makes significant contributions to the field that scholars can use to initiate future research projects.