Journal of Entrepreneurship and Innovation Research

Journal of Entrepreneurship and Innovation Research

Digital Entrepreneurship; The Driving Engine for Enhancing City Branding

Document Type : Original Article

Authors
Tanya Eghbal Moghaddam 1
Reza Mohammadkazemi 2
Hossein Zabihi 3
1 1. PhD Student in Entrepreneurship, Department of Entrepreneurship, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran, Iran Department of Entrepreneurship Development, Faculty of Entrepreneurship,
2 Professor, Department of Business, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
3 Associate Professor, Faculty of Civil Engineering, Architecture and Art, Science and Research Branch, Islamic Azad University, Tehran, Iran
10.22034/eir.2025.467787.1078
Abstract
Objective: Digital entrepreneurship is nowadays considered as one of the effective tools in the development and progress of cities. The use of digital tools in the city branding process can lead to increased access, interaction, and participation of citizens and tourists, which in turn will contribute to the promotion of the city's brand and the attraction of investment and tourism development. In this regard, digital entrepreneurs, using digital technologies, create innovative and technology-based businesses, and with multiple skills, offer customer-centric products and services in online environments, and develop flexible business models. The presence and activity of these entrepreneurs in a city can help increase the city's reputation and strengthen its brand. This is achieved through attracting investment, creating job opportunities, and enhancing the city's innovative outlook. Therefore, the purpose of this research is to design a model for city branding based on digital entrepreneurship, which can be used as a framework for the development and improvement of the city's brand using the capacities of digital entrepreneurship.
Method: In this research, a mixed approach was used to collect and analyze the data. In the qualitative part, 23 experts were interviewed until theoretical saturation was reached, and in the quantitative part,
 240 participants were selected using a simple random sampling method with the Cochran formula. After collecting the interview data, the content analysis method was used to uncover the hidden content of the interviews, and the coding process was carried out using the Atlas.ti software, leading to the formation of the conceptual model of the research. Then, in the quantitative part, the relationships between the model constructs were analyzed and evaluated using the data obtained from the closed-ended questionnaire, the structural equation modeling method, and the SmartPLS software.
Findings: City branding factors (including infrastructure, branding strategies, competitiveness, and place marketing) with a coefficient of 0.387, and digital entrepreneurship factors (including infrastructure, intra-organizational factors, and extra-organizational factors) with a coefficient of 0.238, have a direct and significant effect on city branding. It was also found that the intra-organizational factors dimension with a standardized regression coefficient of 0.744 has the greatest impact on digital entrepreneurship factors, and the extra-organizational factors and infrastructure dimensions, with standardized regression coefficients of 0.395 and 0.249, respectively, are in the next priorities.
Conclusion: Based on the research results, attention to factors related to creating an innovative and dynamic environment for startups, attracting investment and talents, and increasing employment in the field of digital entrepreneurship can lead to economic growth and improving the city's position at the national and international levels. Also, simultaneous attention to city branding and digital entrepreneurship and strengthening the interaction between these two areas can play an important role in improving the position of cities, attracting investment and creative talents, creating jobs and businesses, and ultimately, sustainable urban development.
Keywords
Entrepreneurship
Digital Entrepreneurship
Digitalization
city Branding

Subjects

اقبال‌مقدم، ت.، محمدکاظمی، ر.، و ذبیحی، ح. (۱۴۰۱). طراحی مدل برندسازی شهری مبتنی بر کارآفرینی دیجیتال در صنایع خلاق. اقتصاد و برنامه‌ریزی شهری، ۴(۱)، ۶–۱۷. https://doi.org/10.22034/uep.2023.378189.1316
داوری، ع.، طالبی، ک.، و مظفر، ع. (۱۳۹۹). شناسایی موانع رشد استارتاپ‌های فناوری اطلاعات. در چهارمین کنفرانس ملی کارآفرینی دانشگاه صنعتی شریف. تهران. https://civilica.com/doc/1217677
ربانی، ر.، جلالی، س.م.، و مهرمنش، ح. (۱۳۹۹). تبیین الگوی راهبردی برندسازی شهری در صنعت گردشگری. مطالعات مدیریت راهبردی، ۱۱(۴۲)، ۱۷۱–۱۸۸. https://sid.ir/paper/409768/fa
رضایی، ب.، و نعمان موسی، س. (۱۳۹۵). کارآفرینی در بستر فناوری اطلاعات و ارتباطات. در کنفرانس بین‌المللی کسب‌وکار: فرصت‌ها و چالش‌ها. https://civilica.com/doc/562642
ریزوندی، م.، رهنورد، ف.، و سخدری، ک. (۱۴۰۰). تبیین مدل کارآفرینی شهری در شهرهای کلان و بزرگ ایران. فرایند مدیریت و توسعه، ۳۴(۲)، ۲۸–۳۱۰. https://doi.org/10.52547/jmdp.34.2.3
شیخوند، ا.ع.، و داوری، ع. (۱۴۰۲). بررسی میزان تأثیر تبلیغات دیجیتال در شبکه‌های اجتماعی بر قصد خرید کاربران. پژوهش‌های کارآفرینی و نوآوری، ۲(۳)، ۲۹–۴۸. https://doi.org/10.22034/eir.2023.183932
صادقی اردوبادی، ب.، محمدکاظمی، ر.، و حسینی‌نیا، غ.ح. (۱۴۰۱). طراحی الگوی مفهومی توسعه اکوسیستم کسب‌وکارهای دیجیتالی مبتنی بر مطالعات علم‌سنجی. بازیابی‌شده از https://civilica.com/doc/1716415
ضیاء، ب.، رضوانی، م.، و دارا، م. (۱۴۰۰). شناسایی الگوی بین‌المللی‌سازی دیجیتال کسب‌وکارهای کوچک‌و‌متوسط (مطالعه موردی: شرکت‌های داروسازی). توسعه کارآفرینی، ۱۴(۴)، ۶۷۶–۶۹۵. https://doi.org/10.22059/jed.2021.322921.653652
عربیون، ا.ق.، حسینی، ا.، و آزاد، م. (۱۴۰۲). شناخت عوامل مؤثر بر شدت بین‌المللی‌سازی کسب‌وکارهای فناورمحور ایران. توسعه کارآفرینی، ۱۶(۴)، ۱۶۵–۱۸۵. https://doi.org/10.22059/jed.2024.358958.654190
علیخانی، ح.، اسفندیاری، ع.، و سعیدی، پ. (۱۴۰۱). طراحی مدل کارآفرینی دیجیتال با رویکرد مدل‌سازی ساختاری تفسیری. رشد فناوری، ۱۸(۷۰)، ۶۴–۶۹. https://doi.org/10.52547/jstpi.21009.18.70.64
فرد، م.، کاباران‌زاد قدیم، م.ر.، و حقیقت منفرد، ج. (۱۴۰۰). مدل‌سازی و پیکره‌بندی عوامل مؤثر بر توسعه کارآفرینی دیجیتال در شرکت‌های دانش‌بنیان کوچک‌و‌متوسط. توسعه کارآفرینی، ۱۴(۳)، ۵۰۱–۵۲۵. https://doi.org/10.22059/jed.2021.318857.653598
کشمیری‌حق، م.ا.، مبارکی، م.ح.، یدالهی‌فارسی، ج.، و مبینی‌دهکردی، ع. (۱۳۹۹). قابلیت‌های پویای مدیریتی و کارآفرینی فناورانه بین‌الملل: تشخیص و بهره‌برداری فرصت‌های فناورانه بین‌الملل در استارتاپ‌های حوزه فناوری اطلاعات. مدیریت فردا، ۱۹(۶۳)، ۱۴۵–۱۵۸. https://sid.ir/paper/401526/fa
مبینی‌دهکردی، ع.، و دانش، م. (۱۴۰۰). واکاوی اقتصاد دیجیتال ایران با رویکرد آینده‌پژوهی بر اساس الگوی تحلیل روند STEEP(V) و سناریوپردازی. مدیریت راهبردی و آینده‌پژوهی، ۴(۱)، ۲۵–۶۴.
Amore, A., & Roy, H. (2020). Blending foodscapes and urban touristscapes: International tourism and city marketing in Indian cities. International Journal of Tourism Cities, 6(3), 639–655. https://doi.org/10.1108/IJTC-09-2019-0162
Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Palgrave Macmillan. https://doi.org/10.1057/9780230627727
Bayrakdaroğlu, F. (2017). Management of a city brand: An examination on three stakeholders’ attitudes. InTech. https://doi.org/10.5772/intechopen.69458
Braune, E., & Dana, L.-P. (2021). Digital entrepreneurship: Some features of new social interactions. Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 39. https://doi.org/10.1002/cjas.1653
Bergholz, C., Füner, L., Lubczyk, M., Sternberg, R., & Bersch, J. (2024). Infrastructure required, skill needed: Digital entrepreneurship in rural and urban areas. Journal of Business Venturing Insights, 22, e00488. https://doi.org/10.1016/j.jbvi.2024.e00488
Crippa, J., Silva, M. G., Ribeiro, N. D., et al. (2023). Urban branding and circular economy: A bibliometric analysis. Environment, Development and Sustainability, 25, 2173–2200. https://doi.org/10.1007/s10668-022-02173-1
Davidson, E., & Vaast, E. (2010). Digital entrepreneurship and its sociomaterial enactment. Proceedings of the 43rd Hawaii International Conference on System Sciences, 1–10. https://doi.org/10.1109/HICSS.2010.150
Elia, G., Margherita, A., & Passiante, G. (2020). Digital entrepreneurship ecosystem: How digital technologies and collective intelligence are reshaping the entrepreneurial process. Technological Forecasting and Social Change, 150, 119791. https://doi.org/10.1016/j.techfore.2019.119791
Ghanbari, M. (2021). Dimensions of digital and technological entrepreneurship. Applied Innovations in Industrial Management, 1(1), 1–7. https://iscihub.com/index.php/AIIM/article/view/1
Ghorbanzadeh, D., Prasad, K. D. V., Prodanova, N. A., et al. (2023). Exploration of the concept of brand love in city branding: Antecedents and consequences. Place Branding and Public Diplomacy. https://doi.org/10.1057/s41254-023-00312-7
Guosheng, H., He, S., Dong, X., Li, C., Wang, Z., Wang, Z., & Mardani, A. (2024). The impact of urban digital platforms on entrepreneurial activity: Evidence from China. Journal of Innovation & Knowledge, 9(1), 100468. https://doi.org/10.1016/j.jik.2024.100468
Huang, J., Henfridsson, O., Liu, M. J., & Newell, S. (2017). Growing on steroids: Rapidly scaling the user base of digital ventures through digital innovation. MIS Quarterly, 41(1), 301–314. https://doi.org/10.25300/MISQ/2017/41.1.16
Jamali, B., Mohammmadkazemi, R., Yadollahi Farsi, J., & Mobini, A. (2018). The study on the theories' gap of technological entrepreneurship opportunities emergence. Journal of International Business Research, 11(2), 79–88.
Jiafeng, G. (2024). Exploring the impact of digital economy on urban entrepreneurship: Evidence from China’s cities. PLOS ONE, 19(7), e0307855. https://doi.org/10.1371/journal.pone.0307855
Kavaratzis, M., & Ashworth, G. J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift voor Economische en Sociale Geografie, 96(5). https://doi.org/10.1057/palgrave.pb.5990056
Lacarcel, F. J., & Huete, R. (2023). Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: A review. International Entrepreneurship and Management Journal, 19, 691–708. https://doi.org/10.1007/s11365-023-00843-8
Dana, L.-P., Salamzadeh, A., Hadizadeh, M., Heydari, G., & Shamsoddin, S. (2022). Urban entrepreneurship and sustainable businesses in smart cities: Exploring the role of digital technologies. Sustainable Technology and Entrepreneurship, 1(2), 100016. https://doi.org/10.1016/j.stae.2022.100016
Lerro, A., Schiuma, G., & Manfredi, F. (2022). Editorial: Entrepreneurial development and digital transformation in creative and cultural industries. International Journal of Entrepreneurial Behavior & Research, 28(8), 1929–1939. https://doi.org/10.1108/IJEBR-11-2022-008
Li, F. (2020). The digital transformation of business models in the creative industries: A holistic framework and emerging trends. Technovation, 92–93, 102012. https://doi.org/10.1016/j.technovation.2017.12.004
Martinez Dy, A., Martin, L., & Marlow, S. (2018). Emancipation through digital entrepreneurship? A critical realist analysis. Organization, 25(5), 585–608.
Mohammadi, A., & Maroofi, S. (2018). Evaluation of urban branding strategies in Iranian cities. International Journal of Human Capital in Urban Management, 3(2), 153–166. https://doi.org/10.22034/ijhcum.2018.02.08
Nafisi, F., & Mohammad Kazemi, R. (2024). Providing an open innovation model for high-tech startups in industries related to information technology. International Journal of Nonlinear Analysis and Applications, 15(4), 159–172. https://doi.org/10.22075/ijnaa.2023.29764.4339
Navaei Zamharir, R., Mohammmadkazemi, R., & Shokrkhah, Y. (2020). Media entrepreneurship for the business of advertising media in Iran. Journal of Organizational Behavior Research, 5(2).
Ramadhani, I. S., & Indradjati, P. N. (2023). Toward contemporary city branding in the digital era: Conceptualizing the acceptability of city branding on social media. Open House International, 48(4), 666–682. https://doi.org/10.1108/OHI-08-2022-0213
Ratten, V. (2018). Social entrepreneurship through digital communication in farming. World Journal of Entrepreneurship, Management and Sustainable Development, 14(1), 99–110. https://doi.org/10.1108/WJEMSD-07-2017-0045
Saberi, F. Q., MohammadKazemi, R., & Momayez, A. (2024). Identifying technological factors influencing personal branding in the field of consulting and education. The 2024 Association of Marketing Theory and Practice Proceedings, Article 9. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/9
Virijević, S., Jovanović, G., & Pušara, A. (2024). The concept of digital entrepreneurship and branding in contemporary business. Časopis za ekonomiju i tržišne komunikacije, 27(1). https://doi.org/10.7251/emc2401151j
Tumbas, S., Berente, N., & vom Brocke, J. (2018). Digital innovation and institutional entrepreneurship: Chief digital officer perspectives of their emerging role. Journal of Information Technology, 33(3), 188–202. https://doi.org/10.1057/s41265-018-0055-0
VanHoose, K., Hoekstra, M., & Bontje, M. (2021). Marketing the unmarketable: Place branding in a postindustrial medium-sized town. Cities, 114, 103216. https://doi.org/10.1016/j.cities.2021.103216
von Briel, F., Davidsson, P., & Recker, J. C. (2018). Digital technologies as external enablers of new venture creation in the IT hardware sector. Entrepreneurship Theory and Practice, 42(1), 47–69.
Wan, F., & Li, J. (2024). Navigating the digital age: City branding in the era of social media and digital transformation. Journal of the Knowledge Economy. https://doi.org/10.1007/s13132-024-01795-2
Zhao, X., & Weng, Z. (2024). Digital dividend or divide: The digital economy and urban entrepreneurial activity. Socio-Economic Planning Sciences, 93, 101857. https://doi.org/10.1016/j.seps.2024.101857
Zenker, S., & Braun, E. (2017). Questioning a "one-size-fits-all" city brand: Developing a branded house strategy for place brand management. Journal of Place Management and Development, 10(3), 270–287. https://doi.org/10.1108/JPMD-04-2016-0018