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This study aims to explore the influence of innovation in entrepreneurial activities and job creation, examine the influence of innovation in entrepreneurial activities on jobs creation and investigate the moderating influence of entrepreneurial characteristics between entrepreneurial activity, innovation and job creation.

The data was collected from Oman Global Entrepreneurship Monitor data 2020. Sample of 2,000 individuals was involved in entrepreneurial activities. SPSS and PLS software were used to test the structural model and research hypothesis.

The results revealed that innovation affects the level of created jobs. Entrepreneurial activity has a significant influence on innovation, jobs created and an indirect effect on jobs created through the mediating influence of innovation. All direct and indirect relationships of entrepreneurial activity and innovation with the expected jobs are insignificant. The findings demonstrate that demographics moderate the relationship between entrepreneurial activity and innovation.

The study outcomes will be useful for policymakers to understand the innovation types in entrepreneurial activities and whether these enterprises can create future jobs.

The findings will help entrepreneurial ecosystems and managers to strengthen their business ventures using innovative business models.

This research will provide decision-makers with mechanism on how better business environment will benefit stakeholders.

While this topic is widely investigated in developed countries, little is known about the impact of innovation on entrepreneurial activities in creating jobs in developing countries. This research contributes to entrepreneurship innovation and institutional theory literature by understanding the role of the entrepreneurship conditions framework that support the jobs creation.