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Harnessing Parasocial Interaction in Entrepreneurial Education: Virtual Mentoring for Distance Learning
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Author(s): Thanuja Rathakrishnan (School of Management and Marketing, Taylor's University, Lakeside, Malaysia), Thivashini B. Jaya Kumar (School of Management and Marketing, Taylor's University, Lakeside, Malaysia), Feranita Feranita (School of Management and Marketing, Taylor's University, Lakeside, Malaysia)and Woon Leong Lin (School of Management and Marketing, Taylor's University, Lakeside, Malaysia)
Copyright: 2024
Pages: 29
Source title:
Innovation Capabilities and Entrepreneurial Opportunities of Smart Working
Source Author(s)/Editor(s): Beatrice Orlando (Department of Economics and Management, University of Ferrara, Italy)
DOI: 10.4018/978-1-7998-8797-3.ch004
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Abstract
This chapter examines the use of virtual mentors in distance learning for entrepreneurship education. Virtual mentors establish a strong connection with students via sharing personal stories, overcoming the challenges of physical interaction in distance learning. The benefits of learning from global experts are discussed, along with the importance of parasocial interaction for meaningful engagement in the context of distance learning. Virtual mentors provide personalized guidance, industry-specific insights, and networking opportunities, contributing to entrepreneurial knowledge. The chapter contributes to the theoretical understanding of entrepreneurship education and expands the application of parasocial interaction beyond media and entertainment. It provides practical strategies for educators to enhance the distance learning experiences, leveraging virtual mentors to provide real-world insights and facilitate networking. Overall, this chapter highlights that integration between parasocial interaction and virtual mentors facilitate entrepreneurial education in distance learning.
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