The Power of Passion in Entrepreneurship Education: Is the Passion of Entrepreneurial Role Models Contagious?

This study of Entrepreneurship Education (EE) centers on the impact of entrepreneurial role models on entrepreneurial passion, which also is expected to influence entrepreneurial intention. Based on 426 individuals recruited primarily from Austria, Finland, and Greece, Structural Equation Modeling (SEM) reveals the significant direct and indirect effects of
entrepreneurial role models on entrepreneurial intention, mediated by entrepreneurial passion. These effects were found to be stronger following multimedia presentation of entrepreneurial stories, confirming the fruitful spillover effects of the innovative educational use of computers on entrepreneurial intentions among nascent entrepreneurs. Drawing on the theory of planned behavior (TPB) and social learning theory, this study confirms both the positive impact of
entrepreneurial role models and significant short-term effects of web-based multimedia in the context of EE. This narrative approach is shown to be an effective pedagogical instrument in enhancing individual orientation toward entrepreneurship to facilitate entrepreneurial intention. This study identifies the great potential of these pioneering methods and tools, both for further research in the academic community and for entrepreneurship educators who hope to promote entrepreneurial intention in aspiring entrepreneurs. The findings are also relevant for policy makers designing effective instruments to achieve long-term goals.