The Influence of Digital Marketing Literacy on Entrepreneurship Behavior among Public University Students in Malaysia

Thennarasi Moorthy,Sheerad Sahid

doi:10.6007/ijarbss/v12-i1/11837

Abstract

This study examines the relationship between the dimensions of digital marketing literacy (the knowledge of digital marketing literacy level, understanding of respondents’ digital participation tendencies related to entrepreneurial information, and the knowledge of the elements of digital marketing) and entrepreneurial behavior (entrepreneurial tendencies and interests, attitudes in starting a business, and behavioural control) among Public University students in Malaysia. This study is explanatory research in which the goal is to discover and explain causal links between variables. Furthermore, this research is being carried out to address the issues that have been raised, to meet stated objectives, and to test the hypothesis. This study used the survey method to collect data by distributing questionnaires, and the research approach was quantitative. The data was gathered from 384 respondents and analyzed using the Statistical Package for the Social Sciences (SPSS) version 21.0. The descriptive, reliability, normality, correlation and multiple regression analyses were employed to analyse the data. The results show that digital marketing literacy among Public University students in Malaysia is at a moderate level in influencing entrepreneurial behavior. The results also show that there is a positive and significant relationship between digital marketing literacy and entrepreneurial behaviour among Public University students in which the knowledge of the elements of digital marketing is found to be the most influential dimension towards entrepreneurial behavior. The implication of this study to promote awareness among the Public University students in Malaysia about digital marketing literacy on entrepreneurial behavior. This study would also provide insights to the university on what should be done to increase digital literacy and encourage entrepreneurial behavior among the students.

Highlights

In the era of globalization, the development of technology today is driving a change in the style of the marketing world which is more inclined towards the era of digital marketing
In conclusion, past research had shown no or less significance between digital marketing literacy and entrepreneurial behavior, this research had rejected its hypothesis as a result of further analysis through all the three dimensions of digital marketing literacy; in which they directly and positively influence the Public University students’ entrepreneurial behavior
Digital marketing literacy is very important for an entrepreneur in the business world

Summary

Introduction

In the era of globalization, the development of technology today is driving a change in the style of the marketing world which is more inclined towards the era of digital marketing. The digital, social media, and mobile marketing continue to evolve with technological innovations such as affordable high -speed broadband connections, widespread consumer use of mobile devices, and the expansion of social media platforms such as Facebook. With these innovations, consumer behavior in various types of markets is changing. According to Taiminen and Karjaluoto (2015), marketers should be aware of the unique characteristics of digital marketing in order to choose efficient marketing approaches and strategies This is because digital marketing is an entirely new approach to marketing, not merely conventional marketing with digital features (Taiminen & Karjaluoto, 2015).Most of the digital marketing literacy studies conducted are focused on consumers only. This study serves to raise awareness of digital marketing literacy on entrepreneurial behavior Public University students can be empowered

Objectives

Methods

Results

Discussion

Conclusion