Moderating effect of gender on the relationship between social media use and entrepreneurial intention among university students in Peru
Author(s)
Mariluz Vilca Quispe
Edith Humpiri Cayo
Nataly Susan Saez-Zevallos
Date Issued
25 de mayo de 2026
Type
Article
Volume
11
Abstract
Introduction The present study aimed to analyze the effect of social media use on entrepreneurial intention among university students in Peru, considering gender as a moderating variable. Method A quantitative approach was employed, using a non-experimental, cross-sectional, and explanatory design. Data were analyzed through a structural equation model based on partial least squares and multigroup analysis (PLS-MGA). The sample consisted of 763 university students, comprising 54.78% females and 45.22% males. Results The results showed a satisfactory model fit and revealed that the dimension “obsession with being informed” had a positive and significant effect on the components of entrepreneurial intention: personal ( β = 0.214), frequency ( β = 0.210), and social ( β = 0.306). In contrast, problematic social media use exhibited negative effects, particularly on the personal factor ( β = –0.303). The multigroup analysis confirmed the moderation hypothesis, showing that in men, the “need” dimension exerted a stronger effect on entrepreneurial resources ( β = 0.287), whereas in women, “obsession” had a greater impact on the social component ( β = 0.308). Conclusion Gender significantly moderates the relationship between social media use and entrepreneurial intention, underscoring the need to promote inclusive pedagogical strategies that enhance digital and entrepreneurial competencies, with a focus on gender equity.
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