Is Entrepreneurship for You? Effects of Storytelling on Entrepreneurial Intention

Amel Hamrouni Dakoumi, Yosra Abdelwahed

Abstract


Storytelling is an important means of communication for young people which allows them to be future leadersand also provides them a vision and new ideas. The purpose of this study is to determine how storytelling caninfluence the individual’s intention, based on Ajzen’s theory of planned behavior. This research has been basedon a sample of engineering students. A total of 251 completed questionnaires have been used for the dataanalysis. The research model has been tested with structural equation modeling techniques. The results havecome up with the idea that storytelling can act as a trigger and informational tool in the field of entrepreneurship,thus suggesting that story might be the departure point for new business creation. The authors concerned thinkthat the best way to make them aware of “the entrepreneurial intention” at the students’  level is mostly through astory.

Full Text: PDF DOI: 10.5539/ijbm.v9n9p176

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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