Navigating the Nexus: Unravelling the Forces Shaping Entrepreneurial Aspirations among Media Studies Students

1.Moneeba Iftikhar  2.Noman Yaser  3.Sehar Ishrat

Abstract

Entrepreneurship has emerged as a catalyst for societal advancement and economic prosperity in today's global context. This study explores and unveils the factors influencing entrepreneurial aspirations among students within media studies. Based on the Theory of Planned Behavior underpinning framework, this study integrates diverse international viewpoints. Using a survey method, the research utilized closed-ended questionnaires to gather data from 170 media students across four esteemed universities in Lahore. This approach facilitates a comprehensive examination of the correlation between entrepreneurial intentions and various factors, including attitudes, parental influences, self-esteem, and the perception of structural support. The research findings illuminate a significant prevalence of entrepreneurial intention among media studies students. Robust connections were substantiated between intention and various factors. In the study, the findings stress the need to foster an entrepreneurial mindset in media studies, driving global progress and innovation.