Evaluating the impact of short-term media content on youth entrepreneurship motivation
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Abstract
Short-format videos have a significant position in the fields of marketing and sales. They are widely used in user-generated content media for influencing and advertising all kinds of products/services. The short videos provide an easy, less time-consuming shopping experience for the users. The emergence of short-form video platforms (e.g., TikTok, Instagram Reels, YouTube Shorts) has fundamentally changed the information consumption especially among Generations Z and Alpha. This online transformation offers a rare chance to shape the motivation of young entrepreneurs, which is a decisive factor of economic resilience and innovativeness. This research aims to evaluate the dual impact of short-term media content on youth entrepreneurship motivation through the synthesis of existing literature, psychological theories, and research findings. This research analysis suggests that motivation is the primary psychological mediator of the influence of social media on entrepreneurial thinking.
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References
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