Authors: Nermin Saad Mohamed Fahmi *
Affiliations:
Department of Statistics, Faculty of Science, King AbdulAziz University, Jeddah, Saudi Arabia
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.
Digital entrepreneurship, Student creativity, Social media use, University support, Entrepreneurial intention
https://doi.org/10.21833/ijaas.2025.07.019
Fahmi, N. S. M. (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. https://doi.org/10.21833/ijaas.2025.07.019