المؤثرون و نشر الثقافة المقاولاتية في مجال العلام د ا رسة مسحية على عينة من طلبة الإعلام و الاتصال بجامعة خميس مليانة

Abstract

In the context of growing academic and professional awareness of the impact of social media in fostering developmental change and creating new opportunities, this research aims to engage in contemporary discussions surrounding the phenomenon of social influencers' entrepreneurship, which represents an epistemological intersection between two activities: digital influence and entrepreneurial practice. Given the novelty of this emerging concept, the study seeks to provide a scientific and field-based contribution to enrich the debate centered on the role of influencers on social media platforms in promoting entrepreneurial culture among students of the Department of Media and Communication at Djilali Bounaâma University in Khemis Miliana. This is achieved by analyzing and evaluating the impact of the content produced by this group on students' attitudes and intentions towards starting their own projects. Three field-tested theoretical approaches were used. The research is based on an analytical survey method, utilizing a set of field data collection tools, including scientific observation and a questionnaire. These tools were applied to an available sample of 214 students, selected through a stratified sampling method to facilitate the data collection process. The results obtained from data analysis are as follows: -1. There is a statistically significant correlation between the characteristics of the influencers and the spread of the entrepreneurial culture 2. There is no statistically significant relation between the entrepreneurial education through the influencers and the spread of the entrepreneurial culture for the students of information and communication sciences at the University of Khemis Meliana. 3. There are statistically significant differences at significance level 0.05 about the influencers for the students of information and communication sciences at the University of Khemis Meliana attributed to the study variables. 4. There are statistically significant differences at significance level 0.05 about the entrepreneurial culture for the students of information and communication sciences at the University of Khemis Meliana attributed to the study variables.