Factors influencing Moroccan female students’ trust in digital entrepreneurial content: an empirical study

Abstract

This study examines the individual factors associated with Moroccan female university students’ trust in digital content related to female entrepreneurship. A quantitative approach was adopted based on data collected from 176 female students enrolled in three Moroccan universities. Participants were exposed to a thematic video presenting female entrepreneurship and subsequently completed an online questionnaire. Binary logistic regression was used to examine the effects of age, academic level, geographical location, entrepreneurial education, and personality characteristics on trust in entrepreneurial digital content. The results show that age and neuroticism are significantly and negatively associated with trust. Younger participants display higher odds of trusting entrepreneurial content, whereas respondents characterized by neuroticism are substantially less likely to report trust. Academic level, geographical location, entrepreneurial education, conscientiousness, and extraversion do not show statistically significant associations, while agreeableness does not reach the conventional significance threshold. These findings suggest that individual and personality-related characteristics contribute to differences in the evaluation of entrepreneurial information encountered in digital environments. The study does not directly test the effects of storytelling, emotional response, authenticity, or identification; these factors are therefore proposed as avenues for future research.