International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 7 (July 2025), Pages: 190-199

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 Original Research Paper

The influence of perceived creativity, university support, and social media adoption intention on digital entrepreneurial intention among Cairo University students

 Author(s): 

 Nermin Saad Mohamed Fahmi *

 Affiliation(s):

 Department of Statistics, Faculty of Science, King AbdulAziz University, Jeddah, Saudi Arabia

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0001-9874-0442

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.07.019

 Abstract

Cairo University aims to graduate students who are not only skilled in their fields but also prepared to become entrepreneurs. This study investigates how self-perceived creativity, the perceived usefulness of social media, the intention to use social media, and university support influence students’ digital entrepreneurial intentions. The goal is to provide insights that can help strengthen the university’s efforts to promote entrepreneurship and digital business skills. A quantitative research design was used, with data collected through a Likert-scale questionnaire administered to 500 undergraduate students from the 2024–2025 academic year. Data were analyzed using SPSS 28 and Amos 28. The results show that self-perceived creativity, perceived usefulness of social media, intention to use social media, and university support all have a positive and significant effect on students’ digital entrepreneurial intentions. Moreover, university support strengthens the relationship between creativity and digital entrepreneurial intentions. The intention to use social media also mediates the link between creativity and entrepreneurial intentions. These findings highlight the importance of encouraging student creativity and leveraging social media to support entrepreneurship in higher education.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Digital entrepreneurship, Student creativity, Social media use, University support, Entrepreneurial intention

 Article history

 Received 4 February 2025, Received in revised form 26 May 2025, Accepted 25 June 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

The study followed ethical standards for research involving human participants. All respondents participated voluntarily and were informed about the purpose of the study. Data were collected anonymously and treated confidentially.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Fahmi NSM (2025). The influence of perceived creativity, university support, and social media adoption intention on digital entrepreneurial intention among Cairo University students. International Journal of Advanced and Applied Sciences, 12(7): 190-199

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 Tables

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