Moderating effect of gender on the relationship between social media use and entrepreneurial intention among university students in Peru

Vilca Quispe M.; Humpiri Cayo E.; Saez-Zevallos N.S.; Rodriguez I.A.C. · Frontiers in Education (2026) · DOI: 10.3389/feduc.2026.1769153

Resumen

Introduction – The present study aimed to analyze the effect of social media use on entrepreneurial intention among university students in Peru, considering gender as a moderating variable. Method – A quantitative approach was employed, using a non-experimental, cross-sectional, and explanatory design. Data were analyzed through a structural equation model based on partial least squares and multigroup analysis (PLS-MGA). The sample consisted of 763 university students, comprising 54.78% females and 45.22% males. Results – The results showed a satisfactory model fit and revealed that the dimension “obsession with being informed” had a positive and significant effect on the components of entrepreneurial intention: personal (β = 0.214), frequency (β = 0.210), and social (β = 0.306). In contrast, problematic social media use exhibited negative effects, particularly on the personal factor (β = –0.303). The multigroup analysis confirmed the moderation hypothesis, showing that in men, the “need” dimension exerted a stronger effect on entrepreneurial resources (β = 0.287), whereas in women, “obsession” had a greater impact on the social component (β = 0.308). Conclusion – Gender significantly moderates the relationship between social media use and entrepreneurial intention, underscoring the need to promote inclusive pedagogical strategies that enhance digital and entrepreneurial competencies, with a focus on gender equity.

Instituciones: Universidad Peruana Unión