Storytelling and Influencer Marketing: Increasing the Awareness of Entrepreneurial Intention Among Special Needs Students in Mannar District

Abstract

Background: Entrepreneurship is a crucial driver of social inclusion and economic growth; however, special needs students (SNS) face exclusion due to systemic barriers, societal stigma, and parental unawareness. In Mannar District, parents’ limited understanding and negative perceptions often discourage students from engaging in entrepreneurial activities. Addressing these challenges requires innovative approaches beyond conventional training. Objective: This study aims to explore how storytelling and influencer marketing can increase entrepreneurial awareness and intentions among SNS students while simultaneously addressing parental and societal barriers. Methodology: A qualitative research design was adopted. Structured interviews were conducted with a purposive sample of SNS students from selected special education and inclusive schools in Mannar District, representing diverse types of disabilities. The collected data were thematically analysed to examine how narratives and influencer role models influence students’ awareness, motivation, self-confidence, and parental support for entrepreneurship. Key Findings: Thematic analysis revealed three key themes: (1) storytelling as a source of inspiration and self-efficacy, where success stories of differently-abled entrepreneurs motivated students; (2) influencer marketing and role-model identification, highlighting the positive impact of community figures in normalizing entrepreneurship; and (3) parental attitude transformation, where exposure to these narratives reduced stigma and increased family support for entrepreneurial engagement. Conclusion/Implication: Storytelling and influencer marketing are effective, non- traditional strategies for promoting inclusive entrepreneurship. By inspiring students and influencing parental perceptions, these methods foster a supportive environment for SNS entrepreneurial participation. Future research could extend this work through quantitative or mixed-method studies, comparative analyses, and longitudinal assessments to evaluate long-term outcomes. This study contributes original insights to the literature by integrating storytelling and influencer marketing within inclusive entrepreneurship, offering actionable guidance for educators, policymakers, and advocacy groups aligned with the Sustainable Development Goals of equity and empowerment.