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ROLE OF SOCIO-CULTURAL TRANSFORMATION AND DIGITAL EXPOSURE IN SHAPING RURAL AND SEMI-URBAN YOUTH ENTREPRENEURSHIP IN INDIA: AN EMPIRICAL STUDY | International Journal of Advances in Business and Management Research (IJABMR)
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Articles
DOI: 10.62674/ijabmr.2026.v4i01.001
Published: 2026-09-12

ROLE OF SOCIO-CULTURAL TRANSFORMATION AND DIGITAL EXPOSURE IN SHAPING RURAL AND SEMI-URBAN YOUTH ENTREPRENEURSHIP IN INDIA: AN EMPIRICAL STUDY

Birla Institute of Technology, Mesra, Ranchi 835215 Jharkhand, India
Birla Institute of Technology, Mesra, Ranchi 835215 Jharkhand, India
Digital Exposure Socio-Cultural Transformation Technology Thematic Analysis Youth Entrepreneurship

Abstract

Socio-cultural change, technological exposure, and new ideas of success, along with upward social mobility, are major drivers of entrepreneurship behaviour among rural and semi-urban youth in India. This study examines the effects of socio-cultural transformation and technological adaptation on entrepreneurial intentions, behaviour, and actions of Indian rural and semi-urban youth. The study follows a qualitative research design. The data were collected through in-depth semi-structured interviews. The sample comprised 40 entrepreneurs from rural and semi-urban areas of Uttar Pradesh, Haryana, Delhi NCR, and Rajasthan. The chosen entrepreneurs were mainly from small businesses and startups involved in Agri-tech, handicrafts, digital marketing, food startups, coaching institutes, e-commerce, logistics, dairy innovation, fitness startups, tech startups, social media agencies, etc. The authors applied thematic analysis to data collected through interviews. A qualitative design was deemed most suitable since the research is aimed at understanding the real-life experiences, perceptions, motivations, social realities, and entrepreneurial journey of the respondents. The interview data were analysed based on Braun and Clarke’s thematic analysis method. It was found that technological exposure, changes in family aspirations, the influence of social media, online learning portals and the evolution of cultural identity play an important role in fostering entrepreneurial intentions and venture creation.

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How to Cite

Mittal, A., & Bisht, M. (2026). ROLE OF SOCIO-CULTURAL TRANSFORMATION AND DIGITAL EXPOSURE IN SHAPING RURAL AND SEMI-URBAN YOUTH ENTREPRENEURSHIP IN INDIA: AN EMPIRICAL STUDY . International Journal of Advances in Business and Management Research (IJABMR), 4(1), 1–14. https://doi.org/10.62674/ijabmr.2026.v4i01.001

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Journal title

International Journal of Advances in Business and Management Research (IJABMR)

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Swami Vivekananda Global Academy, India

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