The Conceptual Framework Modelling the Causality Effect Between Instafamous Credibility and Entrepreneur Action

  • Erina Ismail Faculty of Business and Management, Univesiti Sultan Zainal Abidin, Kuala Terengganu, Terengganu, Malaysia
  • Mutia Sobihah Abd Halim Faculty of Business and Management, Univesiti Sultan Zainal Abidin, Kuala Terengganu, Terengganu, Malaysia
Keywords: Entrepreneur Intention; Entrepreneur Action, Source Credibility, Social Media Influencer, Instagram

Abstract

This paper aims to present a conceptual framework of causal effect between instafamous credibility on the entrepreneurial action among the university’s students who are an Instagram user. The conceptual framework was developed by a literature review of the social media influencer’s credibility construct i.e., the trustworthiness, expertise, and attractiveness and the entrepreneurial behavior (action). The understanding and predicting entrepreneur action are vital because it is understandable that becoming an entrepreneur is quite a complex process of planned behavior to endure by the student. It is, therefore, an opportunity for the stakeholders to explore the benefit of the advancement of social media platform, specifically the Instagram to develop an Instapreneur. The entrepreneur action and source credibility framework will allow us to better understand the impact of various business emergence and identifying what and how it emerges.

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Published
2021-11-13
How to Cite
Erina Ismail, & Mutia Sobihah Abd Halim. (2021). The Conceptual Framework Modelling the Causality Effect Between Instafamous Credibility and Entrepreneur Action. The Journal of Management Theory and Practice (JMTP), 2(3), 49-55. https://doi.org/10.37231/jmtp.2020.2.3.176