Does Content Creation Strengthen the Personality-Entrepreneurial Intention Relationship? Evidence from Female University Students
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Abstract
This study examines how personality traits and digital practices relate to entrepreneurial intention among female university students in an emerging economy. Specifically, it investigates the effects of extraversion and openness to experience on entrepreneurial intention and the moderating role of content creation. Using survey data from 261 female students enrolled in public and private universities in Albania, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that both extraversion and openness positively predict entrepreneurial intention. In addition, content creation significantly strengthens the relationship between extraversion and entrepreneurial intention, whereas openness shows no moderating effect. These findings indicate that personality traits exert direct effects on entrepreneurial intention, while digitally mediated practices selectively amplify the influence of socially oriented dispositions. The study contributes to the literature by clarifying the role of content creation as a boundary condition in women’s entrepreneurial intention formation.
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