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.
