Digital transformation in fostering project holders' engagement in entrepreneurial support programs : An exploratory qualitative study in the Souss Massa Region

Abstract

Support structures for entrepreneurship have expanded their use of digital tools including monitoring platforms, videoconferencing, instant messaging and mobile applications to support project holders throughout their entrepreneurial journey. However, this technological development does not always result in sustained participation in training sessions, follow up meetings or support activities, as absenteeism and disengagement remain common. This exploratory qualitative study examines this paradox through interviews conducted with five entrepreneurship support structures in the Souss Massa region of Morocco including a regional investment centre, a regional development company, an innovation hub, a national employment promotion agency and a territorial development NGO. Semi structured interviews with professionals responsible for designing and delivering support programmes provided rich insights into their practices and perceptions. Data were analysed using categorical thematic content analysis and an examination of the argumentative structure and dominant vocabulary of participants' discourse. The findings reveal that digitalisation improves access to information, strengthens follow up and reduces travel constraints. Nevertheless, it does not address the main causes of disengagement, which are linked to project holders' professional and time constraints, digital skills, intrinsic motivation and trust in support providers. The study proposes a phygital engagement model combining technical, organisational and relational dimensions and offers practical recommendations for entrepreneurship support structures in Morocco and other emerging economies.