Research On The Influence Mechanism Of Influencer Activities Of Internet Social Media Platforms On Users’ Entrepreneurial Intention

Entrepreneurship is an important driver of economic development.As globalisation and digitisation accelerate,new technologies,industries and business models are emerging and more entrepreneurs are needed to drive economic development.As the global population continues to grow,the job market is becoming increasingly competitive.Entrepreneurship is not just an act in the economic sphere,it also involves many areas such as social culture,technological innovation and talent development.Many young people find that they cannot find a suitable job or are not interested in traditional jobs and choose entrepreneurship as their career path.In order to encourage innovation and entrepreneurship,many countries and regions have introduced various policy measures,such as tax incentives,business incubators and venture capital,which have been implemented to provide a better environment and support for entrepreneurship.Governments and businesses need to understand the behaviour and motivations of entrepreneurs in order to develop policies and strategies accordingly.Research on entrepreneurship can provide an important reference for policy makers and help them better understand the needs and behaviours of entrepreneurs.Technological innovation offers greater opportunities for entrepreneurs.Through new technologies such as the internet and mobile devices,entrepreneurs can more easily conduct activities such as market research,product design,sales and promotion,lowering the barriers to entrepreneurship.In summary,understanding the behaviour and motivations of entrepreneurs can help improve the success rate of entrepreneurship.Research can help entrepreneurs better understand the market,understand consumer needs and provide guidance and support in the entrepreneurial process,thus increasing the success rate of entrepreneurship.Based on social network theory,parasocial interaction theory and media richness theory,this study focuses on the group of social media platform users.Through reading and collating the relevant literature,it explores the mechanism of social media platform users’ influencer activities on users’ entrepreneurial intentions,and introduces entrepreneurial opportunity identification to investigate how entrepreneurial opportunity identification plays a mediating role in this process.At the same time,parasocial interaction among users is introduced as a moderating variable to explore how the interaction mechanism in the open space of social media platforms plays a moderating role,thus constructing a theoretical framework of "social media platform influencer activities-entrepreneurial opportunity identification-user entrepreneurial intention".In order to explore the comprehensive influence paths and mechanisms,this study focuses on the following aspects: Firstly,based on literature review and analysis,we define the concepts of social media platforms,influencers and influencer activities,opportunity identification,parasocial interactions among users and entrepreneurial intentions;Secondly,based on social network theory,parasocial interaction theory and media richness theory,the relationship between the variables was analysed,the hypothesis of this study was formulated and a conceptual model was developed;thirdly,a questionnaire was designed based on the topic of this study,interviewed,revised,distributed and collected to obtain the sample data;fourthly,the data was analysed and processed,and statistical software was used to analyse the data for reliability,validity The analysis of the data was based on statistical software,correlation analysis,exploratory factor analysis,and regression analysis and testing of hypotheses to produce relevant results;fifth,discussion and analysis of the findings and elaboration of theoretical contributions and insights in the context of the findings,as well as discussion of the shortcomings of this study and future prospects.The main findings of this study are as follows:(1)social media platform influencer activities has a significant positive effect on entrepreneurial opportunity recognition;(2)entrepreneurial opportunity recognition has a significant positive effect on increased entrepreneurial intentions;(3)entrepreneurial opportunity recognition plays a partially mediating role in the effect of social media platform influencer activities on entrepreneurial intentions;(4)parasocial interaction between users plays a role in the effect of social media platform influencer activities on entrepreneurial opportunity recognition;(5)social media platform influencer activities has a significant positive effect on entrepreneurial intentions.The findings of this study have both theoretical and practical implications for society at large: theoretically,this study focuses on social media users,defines social media user activities and entrepreneurial intentions in a more comprehensive way,expands the scope of the study on entrepreneurial intentions,and builds a “influencer activities-entrepreneurial opportunity recognition-entrepreneurial intentions” model.-The study also introduces parasocial interactions between users into this framework,thus clarifying the mechanisms of influence and action between them,and enriching the existing research on entrepreneurial intentions;and aims to make users aware of the role of It also aims to make users aware of the role of social media platforms,which can help to capture the specific factors that promote entrepreneurial intentions and enable ordinary users to use effective channels to quickly identify opportunities and thus generate entrepreneurial intentions;in practice,it can help to provide new ideas and directions for ordinary people to seek entrepreneurial opportunities.It helps to improve the ability of a segment of the population to identify entrepreneurial opportunities and thus increase their willingness to start a business.Helps the government or relevant units to optimize the relevant service system.