Journal of Entrepreneurship and Innovation Research

Journal of Entrepreneurship and Innovation Research

The effect of digital marketing literacy dimensions on entrepreneurial intention dimensions among University of Tabriz students

Document Type : Original Article

Authors
Sakineh Sojoodi 1
Mehrdad Baghban 2
1 Department of Economical Science, Faculty of economics and Management, University of Tabriz, Tabriz, Iran.
2 University of Tabriz
10.22034/eir.2025.498393.1150
Abstract
Objective: This study aims to explore the relationship between the dimensions of digital marketing literacy namely digital literacy level, inclination toward digital participation driven by entrepreneurial knowledge, and familiarity with digital marketing elements and the dimensions of entrepreneurial intention, including entrepreneurial orientation, attitude toward business startup, and behavioral control, among students at the University of Tabriz.
Methods: A quantitative, survey-based research design was employed. Data were collected via a questionnaire distributed among students. The statistical population included 24,000 students from various faculties and disciplines. Using Cochran’s formula and a random sampling method, a sample of 378 was determined. A total of 147 valid responses (39% response rate) were analyzed using Excel for descriptive statistics, SPSS version 27 for one-sample t-tests and Pearson correlation analysis, and SmartPLS version 3 for structural equation modeling (PLS-SEM).
 
Findings: The results revealed that both digital marketing literacy and entrepreneurial intention are at moderate levels among the students. Moreover, a significant positive relationship was identified between the dimensions of digital marketing literacy and entrepreneurial behavior. Among the literacy dimensions, inclination toward digital participation driven by entrepreneurial knowledge emerged as the most influential predictor of entrepreneurial behavior.
 Conclusion: This research highlights the critical role of digital marketing literacy in fostering entrepreneurial intention. The findings suggest that universities should implement targeted educational strategies to strengthen students’ digital competencies and promote entrepreneurial behavior.
Keywords
Digital marketing literacy
Entrepreneurial intention
Entrepreneurial orientation
Behavioral control

Subjects

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