Beyond the Screen - Unveiling the Impact of Female Social Media Entrepreneurs as Role Models who Encourage Entrepreneurial Aspiration

Abstract: This thesis explores the impact of female social media entrepreneurs (SMEs) on the entrepreneurial aspirations of young female adults. Using a qualitative research approach, the study employs an exploratory, abductive research design and semi-structured interviews to gain a deeper understanding of how social media entrepreneurs encourage entrepreneurial aspirations of young female adults. Social media entrepreneurs are role models who offer two- way communication, transparency and insight into entrepreneurship's real-life challenges and opportunities. The study reveals that female social media role models are perceived as relatable and inspiring by young female adults who seek guidance and support in their professional journeys. The research suggests that social media platforms, in this case Instagram, can be used as a tool to minimise the gap between female and male entrepreneurs. However, this study also found inherent difficulties associated with forming authentic connections with social media role models, underscoring the significance of regarding them as complementary to near-peer role models. The findings contribute to existing knowledge on role models in entrepreneurship and highlight the value of social media entrepreneurs as a distinct type of role model.