Article: Likes and subscriptions: a discursive analysis of the path from entrepreneurial motivation to leadership Journal: International Journal of Business Innovation and Research (IJBIR) 2026 Vol.40 No.11 pp.1 - 24 Abstract: This study examines the realism and coherence of entrepreneurship motivation and leadership-themed YouTube videos through a discursive analysis framework. Fourteen videos relevant to the Turkish context, accessed on 29 August 2025, were purposively selected based on keyword relevance, viewer engagement, creator prominence, and publication within the previous year. Thematic coding using MAXQDA 21 identified five themes: 1) success stories and challenges; 2) leadership and relationships; 3) strategic orientation and innovation; 4) execution and learning; 5) mindset and self-regulation. Findings indicate that individual success narratives are often generalised while contextual factors such as cultural, financial, familial, and psychological support are overlooked. Simplified motivational messages like 'take risks' or 'anyone can do it' may foster unrealistic confidence without measurable goals and planning. This may contribute to resource misallocation, psychological strain, burnout, and normalisation of failure. Entrepreneurship content should serve as a guiding framework rather than a prescriptive narrative. Inderscience Publishers - linking academia, business and industry through research

Title: Likes and subscriptions: a discursive analysis of the path from entrepreneurial motivation to leadership

Authors: Sefa Ceyhan; Meriç Esat Bebitoğlu; Uğur Yozgat; Yusuf Can Tunaboylu

Addresses: Department of Aviation Management, Faculty of Economics, Administrative and Social Sciences, Istanbul Nisantasi University, Turkey ' Department of Aviation Management, Faculty of Economics, Administrative and Social Sciences, Istanbul Nisantasi University, Turkey ' Department of Aviation Management, Faculty of Economics, Administrative and Social Sciences, Istanbul Nisantasi University, Turkey ' Department of Aviation Management, Faculty of Economics, Administrative and Social Sciences, Istanbul Nisantasi University, Turkey

Abstract: This study examines the realism and coherence of entrepreneurship motivation and leadership-themed YouTube videos through a discursive analysis framework. Fourteen videos relevant to the Turkish context, accessed on 29 August 2025, were purposively selected based on keyword relevance, viewer engagement, creator prominence, and publication within the previous year. Thematic coding using MAXQDA 21 identified five themes: 1) success stories and challenges; 2) leadership and relationships; 3) strategic orientation and innovation; 4) execution and learning; 5) mindset and self-regulation. Findings indicate that individual success narratives are often generalised while contextual factors such as cultural, financial, familial, and psychological support are overlooked. Simplified motivational messages like 'take risks' or 'anyone can do it' may foster unrealistic confidence without measurable goals and planning. This may contribute to resource misallocation, psychological strain, burnout, and normalisation of failure. Entrepreneurship content should serve as a guiding framework rather than a prescriptive narrative.

Keywords: entrepreneurship; motivation; leadership; discourse analysis; YouTube.

DOI: 10.1504/IJBIR.2026.155716

International Journal of Business Innovation and Research, 2026 Vol.40 No.11, pp.1 - 24

Received: 17 Dec 2025
Accepted: 30 Apr 2026
Published online: 11 Aug 2026 *

Title: Likes and subscriptions: a discursive analysis of the path from entrepreneurial motivation to leadership

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