How Do Emotions and Social Ties Shape Digital Entrepreneurship? Evidence from Brazilian Higher Education

Abstract

Context: Digital entrepreneurship has attracted the attention of governments, investors, and researchers, who are directing their efforts and resources toward investigating its causes. Several studies have focused on the positive factors contributing to entrepreneurial intentions, with Theory of Planned Behaviour (TPB) being the most cited. This paper examines the relationship among TPB, emotions and social capital in the digital context. Objective: To evaluate the impact of social capital and anticipated emotions (positive and negative) on the digital entrepreneurial intentions of students from Higher Education Institutions (HEIs). Methodology: The research proposed seven hypotheses, including two new ones, all of which are embedded in the digital context. Data were collected using a questionnaire administered to undergraduate students in Business Administration, Engineering, and Information Technology. A total of 1110 valid responses were obtained. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results: Considering the TPB factors, Attitude (AT) and Perceived Behavioural Control (PBC) significantly impact Digital Entrepreneurial Intentions (DEI), while Subjective Norms (SN) show a statistically significant but weak effect (f2 < 0.02). Social Capital (SC) indirectly influences DEI by shaping attitudes. Anticipated Positive Emotions (APE) and Anticipated Negative Emotions (ANE) are statistically significant; however, their practical moderating effects are weak. Conclusions: Perceived Behavioural Control (PBC) emerges as the strongest predictor of Digital Entrepreneurial Intention (DEI), while Subjective Norms (SN) and emotional factors (APE and ANE), though statistically significant, exhibit limited practical influence. Practical implications: Understanding how anticipated emotions interact with SC in shaping DEI can help educators and policymakers develop more effective strategies to support aspiring entrepreneurs. Originality: This study highlights the relationships among TPB factors, SC, APE, and ANE, underscoring the complex role of emotions in the digital entrepreneurial process. This research enriches the literature by incorporating emotional and social dimensions into the Theory of Planned Behaviour (TPB), demonstrating that digitalisation reshapes, rather than displaces, the cognitive foundation of entrepreneurial action.