The Influence of Social Media Engagement on Entrepreneurial Intention in Cotabato City

Abstract

This study examined the influence of social media engagement on entrepreneurial intention among residents of Cotabato City. Guided by Social Media Engagement Theory and the Theory of Planned Behavior, the study assessed social media engagement in terms of behavioral, affective, and cognitive dimensions, and entrepreneurial intention in terms of attitude toward entrepreneurship, subjective norms, and perceived behavioral control.
A quantitative descriptive-correlational research design was employed, with data collected from 385 respondents. Descriptive statistics, correlation analysis, and simple linear regression were used to analyze the data.
The findings revealed that respondents exhibited high levels of social media engagement and entrepreneurial intention. Regression results indicated that social media engagement has a statistically significant but very weak positive influence on entrepreneurial intention, explaining only a small proportion of its variance. Attitude toward entrepreneurship and subjective norms were high, while perceived behavioral control was moderate.
The results suggest that social media primarily functions as a source of entrepreneurial exposure rather than a strong determinant of entrepreneurial intention. Entrepreneurial intention appears to be more strongly associated with psychological factors such as attitudes, social influence, and perceived capability. A social media–Supported Entrepreneurial Intention Framework is proposed, highlighting the role of social media engagement as a contextual and enabling factor.
Overall, the study emphasizes the importance of strengthening individuals’ skills, confidence, and access to resources to support entrepreneurial development.