Abstract
The study objective is to analyse the effect of big-five entrepreneurs' personality traits on entrepreneurial marketing while considering the mediating role of self-efficacy. Data were collected through a structured questionnaire; a study of 199 usable questionnaires out of 290 was carried out among young entrepreneurs. Structural equation modelling was used to test the study hypothesis. The results show a significant relationship between personality traits and entrepreneurial marketing. Openness, Extroversion, and Agreeableness personality traits are positively linked with entrepreneurial marketing. The findings also show a positive association between self-efficacy and entrepreneurial marketing. The current study contributes to the literature by analysing an entrepreneur’s personality characteristics in entrepreneurial marketing.
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