The effect of entrepreneurship education and digital marketing literacy on entrepreneurial tendency: A field study on university students

Emine Nihan Cici Karaboğa

Makale detayları

The effect of entrepreneurship education and digital marketing literacy on entrepreneurial tendency: A field study on university students

Yazarlar:

Emine Nihan Cici Karaboğa

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Dijital Pazarlama | Girişimcilik

Dergi:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue Özel Sayı - İnovasyon ve Girişimcilik, pp.211-228

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344442

pISSN:

1303-5495

Anahtar kelimeler:

Özet:

 In the context of technological change, businesses have adapted their marketing activities to the digital realm. This evolution has given rise to the concept of digital marketing. The integration of entrepreneurship into the digital landscape has led to an increased emphasis on the competencies of entrepreneurs in the field of digital marketing. The primary objective of this research endeavor is to examine the repercussions of integrating entrepreneurship education, incorporated within the existing curriculum, with digital marketing expertise on the entrepreneurial inclination of students. The research adopts an explanatory approach, a type of research that seeks to identify and elucidate the causal relationships between variables. To assess the interplay between these concepts, a quantitative research method was employed, utilizing a questionnaire. The questionnaire was meticulously designed to elicit pertinent information, with demographic questions appended to the initial section to facilitate the determination of the demographic composition of the sample. The second section of the questionnaire comprises ten statements developed from research conducted by Balaban and Özdemir in 2008, the objective of which was to evaluate the effect of entrepreneurship education. The third and final section of the questionnaire contains thirty statements developed from research conducted by Moorthy and Sahid in 2021, the objective of which was to examine the effect of digital marketing literacy. Given the focus on students enrolled in the digital marketing and entrepreneurship course, the judgmental sampling method was employed. In the initial phase of the research, demographic inquiries were analyzed. Subsequently, the hypotheses created with the model were analyzed with SPSS 18 software. The findings of this analysis indicated that, while digital marketing literacy exerts a substantial, positive and significant influence on entrepreneurial tendency, its impact is absent in certain dimensions of digital marketing literacy. The overarching objective of this research endeavor is to ascertain the impact of diverse competencies and skills on the propensity of students to pursue entrepreneurial endeavors, with a particular focus on digital marketing training.

 In the context of technological change, businesses have adapted their marketing activities to the digital realm. This evolution has given rise to the concept of digital marketing. The integration of entrepreneurship into the digital landscape has led to an increased emphasis on the competencies of entrepreneurs in the field of digital marketing. The primary objective of this research endeavor is to examine the repercussions of integrating entrepreneurship education, incorporated within the existing curriculum, with digital marketing expertise on the entrepreneurial inclination of students. The research adopts an explanatory approach, a type of research that seeks to identify and elucidate the causal relationships between variables. To assess the interplay between these concepts, a quantitative research method was employed, utilizing a questionnaire. The questionnaire was meticulously designed to elicit pertinent information, with demographic questions appended to the initial section to facilitate the determination of the demographic composition of the sample. The second section of the questionnaire comprises ten statements developed from research conducted by Balaban and Özdemir in 2008, the objective of which was to evaluate the effect of entrepreneurship education. The third and final section of the questionnaire contains thirty statements developed from research conducted by Moorthy and Sahid in 2021, the objective of which was to examine the effect of digital marketing literacy. Given the focus on students enrolled in the digital marketing and entrepreneurship course, the judgmental sampling method was employed. In the initial phase of the research, demographic inquiries were analyzed. Subsequently, the hypotheses created with the model were analyzed with SPSS 18 software. The findings of this analysis indicated that, while digital marketing literacy exerts a substantial, positive and significant influence on entrepreneurial tendency, its impact is absent in certain dimensions of digital marketing literacy. The overarching objective of this research endeavor is to ascertain the impact of diverse competencies and skills on the propensity of students to pursue entrepreneurial endeavors, with a particular focus on digital marketing training.

 In the context of technological change, businesses have adapted their marketing activities to the digital realm. This evolution has given rise to the concept of digital marketing. The integration of entrepreneurship into the digital landscape has led to an increased emphasis on the competencies of entrepreneurs in the field of digital marketing. The primary objective of this research endeavor is to examine the repercussions of integrating entrepreneurship education, incorporated within the existing curriculum, with digital marketing expertise on the entrepreneurial inclination of students. The research adopts an explanatory approach, a type of research that seeks to identify and elucidate the causal relationships between variables. To assess the interplay between these concepts, a quantitative research method was employed, utilizing a questionnaire. The questionnaire was meticulously designed to elicit pertinent information, with demographic questions appended to the initial section to facilitate the determination of the demographic composition of the sample. The second section of the questionnaire comprises ten statements developed from research conducted by Balaban and Özdemir in 2008, the objective of which was to evaluate the effect of entrepreneurship education. The third and final section of the questionnaire contains thirty statements developed from research conducted by Moorthy and Sahid in 2021, the objective of which was to examine the effect of digital marketing literacy. Given the focus on students enrolled in the digital marketing and entrepreneurship course, the judgmental sampling method was employed. In the initial phase of the research, demographic inquiries were analyzed. Subsequently, the hypotheses created with the model were analyzed with SPSS 18 software. The findings of this analysis indicated that, while digital marketing literacy exerts a substantial, positive and significant influence on entrepreneurial tendency, its impact is absent in certain dimensions of digital marketing literacy. The overarching objective of this research endeavor is to ascertain the impact of diverse competencies and skills on the propensity of students to pursue entrepreneurial endeavors, with a particular focus on digital marketing training.

 Teknolojik değişim süreci ile işletmeler pazarlama faaliyetlerini de dijital dünyaya adapte etmişlerdir. Bu durumun bir çıktısı olarak dijital pazarlama kavramı ortaya çıkmıştır. Girişimcilik kavramının da dijital eksene adapte olmasıyla girişimcilerin dijital pazarlama yetkinliklerinin önemi artmıştır. Üniversitelerde girişimci yetiştirme yolunda müfredata eklenen girişimcilik eğitiminin dijital pazarlama bilgisi ile harmanlanmasının öğrencilerin girişimcilik eğilimine etkileri bu araştırmanın temel amacını oluşturmaktadır. Araştırma değişkenler arasındaki nedensel bağların keşfedilmesi ve açıklanmasını amaçlayan araştırma türlerinden açıklayıcı bir araştırmadır. Kavramların birbiri arasındaki etkisini değerlendirmek amacıyla nicel araştırma yöntemlerinden anket tercih edilmiştir. Bu anket oluşturulurken birinci bölümde örneklemin demografik projeksiyonunu belirlemeye yönelik demografik sorular sorulmuştur. İkinci bölümde girişimcilik eğitiminin etkisini değerlendirmek üzere Balaban ve Özdemirin 2008deki araştırmasından geliştirilen 10 ifade, üçüncü bölümde dijital pazarlama okur yazarlığının etkisini incelemek adına ise Moorthy ve Sahidin 2021de yaptıkları araştırmada yer alan 30 ifade yer almaktadır. Dijital pazarlama ve girişimcilik dersini alan bölüm öğrencilerine odaklanıldığı için yargısal örnekleme metodu tercih edilmiştir. Araştırmanın ilk aşamasında demografik sorulara yönelik analizler yapılmıştır. Sonrasında model ile oluşturulan hipotezler SPSS 18 programı ile analiz edilmiştir. Bu sonuçlara göre dijital pazarlama okuryazarlığının girişimcilik eğilimi üzerinde güçlü, pozitif ve anlamlı bir etkisi olsa da bazı dijital pazarlama okuryazarlığı boyutlarına ilişkin bir etkisinin olmadığı tespit edilmiştir. Bu araştırma, özellikle girişimci ve yenilikçi bir kurum olmak isteyen üniversitelerin verdikleri girişimcilik eğitimlerinin yanında dijital pazarlama eğitimlerinin, öğrencileri girişimciliğe yönlendirme açısından farklı beceri ve yetkinliklerin etkisini ölçmeyi amaçlamaktadır.

Makale detayları

The effect of entrepreneurship education and digital marketing literacy on entrepreneurial tendency: A field study on university students

Yazarlar:

Emine Nihan Cici Karaboğa

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Dijital Pazarlama | Girişimcilik

Dergi:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue Özel Sayı - İnovasyon ve Girişimcilik, pp.211-228

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344442

pISSN:

1303-5495

entrepreneurial behavior

digital marketing literacy

entrepreneurship education

university studentsgirişimcilik davranışı

dijital pazarlama okuryazarlığı

girişimcilik eğitimi

üniversite öğrencileri

Sayı

Makale detayları

Yazarlar: Emine Nihan Cici Karaboğa

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Dijital Pazarlama | Girişimcilik

Dergi: İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue Özel Sayı - İnovasyon ve Girişimcilik, pp.211-228

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001344442

pISSN: 1303-5495

Sayı

Yazarlar:

Emine Nihan Cici Karaboğa

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Dijital Pazarlama | Girişimcilik

Dergi:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue Özel Sayı - İnovasyon ve Girişimcilik, pp.211-228

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344442

pISSN:

1303-5495