The Influence of News Coverage on Thais’ National Entrepreneurial Intention:  Moderating Effects of Role Models and Social Status

Wisuwat Wannamakok; Rossarin Osathanunkul

Authors

Wisuwat Wannamakok Chiang Mai University
Rossarin Osathanunkul Chiang Mai University

Keywords:

entrepreneurial intention, entrepreneurial activity, role model, social status, news coverage influence

Abstract

This article examines news coverage’s impacts on factors influencing national entrepreneurial attitudes and intentions to 1) Study the influence of mass media’s news coverage on entrepreneurial attitudes; 2) Investigate the moderating effects of role models and social status on the relationship between news coverage and entrepreneurial intentions and attitudes; and 3) Examine the impact of entrepreneurial attitudes on entrepreneurial intentions and activities. A quantitative study was conducted using data from 9,580 successful entrepreneurs, combined with information from the World Bank’s Entrepreneurial Society Study and the Index of Economic Freedom from 2015 to 2018. Seven hypotheses were tested by integrating mass communication theory and the theory of planned behavior through a logistic regression analysis. According to the findings, news coverage has significantly affected entrepreneurial attitudes and intentions, with exposure to entrepreneurial role models increasing intentions. Role models and social status moderate the direct impacts of news coverage while enhancing its positive influence on attitudes and intentions. Entrepreneurial attitudes also positively influence both entrepreneurial intentions and activities. In conclusion, mass media’s news coverage, social status, and role-model entrepreneurs’ good attitudes positively promote stronger entrepreneurial attitudes and intentions, ultimately supporting broad business development and growth.

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