Entrepreneurship plays a critical role in addressing youth unemployment in emerging economies, yet the psychosocial mechanisms through which entrepreneurial attitudes are formed among first-year university students remain underexplored. This study examines whether creativity mediates the relationship between motivational factors and entrepreneurial attitude, and whether perceived family support moderates this mediation process. A cross-sectional survey was conducted with 600 first-year students from public and private universities in northern Peru (Trujillo, Piura, and Chiclayo). Results revealed that entrepreneurial creativity fully mediates the relationship between intrinsic motivation and entrepreneurial attitude, while the direct effect was nonsignificant. Family support significantly moderated the creativity-attitude relationship, with stronger effects at higher support levels. The integrated model explained 51% of variance in entrepreneurial attitude. These findings demonstrate that intrinsic motivation operates through creativity development to shape entrepreneurial attitudes, and that family support amplifies this transformation. Universities in collectivist cultures should prioritize creativity-enhancing pedagogies combined with structured family engagement programs to effectively cultivate sustainable entrepreneurial ecosystems among incoming students.

The impulse that social media has given to entrepreneurship during the pandemic has been impressive; it could even be said that technology in business (entrepreneurship) has become part of everyday life. Thus, it was proposed to determine whether social media contributes to boost innovative ventures after the Post Covid-19 economic crisis. As for the methodological level, and according to the characteristics of the study, a purely quantitative approach was used, whose design aimed to be nonexperimental descriptive-correlational scope, in which 40 enterprises linked to the tertiary sector (services) located in the city of Piura participated. Finally, regarding the findings reported, it was possible to conclude that: both social media and its dimensions act as an impulse for innovative ventures after the post-Covid-19 economic crisis.