Influence of self-perceived creativity and social media use in predicting E-entrepreneurial intention

Entrepreneurship has gained widespread attention in the 21st century. This study aims to examine the direct effect of self-perceived creativity on e-entrepreneurship intention and the moderating effect of social media use on the relationship between self-perceived creativity and e-entrepreneurship intention. Data were gathered from 248 Omani entrepreneurs. The findings revealed that the direct effect of self-perceived creativity and social media use significantly influences e-entrepreneurship intention. Notably, the positive impact of self-perceived creativity on e-entrepreneurship intention was moderated by social media use. This study concluded that self-perceived creativity is a crucial factor at the start of the entrepreneurial process, as it contributes to designing new products and services. In addition, this study introduced social media use as a boundary condition on the relationship between self-perceived creativity and e-entrepreneurial intention. Therefore, this study differs from other studies, as it examines whether social media improves opportunities for entrepreneurs and works for discovering and generating opportunities.(c) 2022 China Science Publishing & Media Ltd. Publishing services by Elsevier B.V. on behalf of KeAi Communications Co. Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).