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.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ala-Mutka, K. (2011). Mapping Digital Competence: Towards a Conceptual Understanding. Luxembourg: Publications Office of the European Union.
Bizhanova, K., Mamyrbekov, A., Umarov, I., & Orazymbetova, A. (2019). Impact of digital marketing development on entrepreneurship. E3S Web of Conferences, 135(1).
Cavana, R., Delahaye, B., & Sekaran, U. (2001). Applied Business Research: Qualitative and Quantitative Methods (3rd ed.). Australia: John Wiley & Sons.
Costa, F. J. D., Soares, A. A. C., & Bonfirm, D. G. (2009). Factors of influence on the entrepreneurial interest: an analysis with students of information technology related courses. JISTEM Journal of Information Systems and Technology Management, 6(2), 227–246.
Education Development Center (EDC). (2021). Media Literacy & Digital Literacy. Retrieved from https://sites.google.com/view/literasi-digital-kemanusiaan/bahan-ajar/literasi-media-digital-literacy.
Gilster, P. (1997). Digital literacy. Wiley.
Gurbuz, S. (2017). Survey as a quantitative research method. Retrieved from https://www.researchgate.net/publication/321874371_Survey_as_a_Quantitative_Research_Method
Greene, J. A., Yu, S. B., & Copeland, D. Z. (2014). Measuring Critical Components of Digital
Literacy and their Relationships with Learning. Computers & Education, 76, 55?69.
Grizane, T. & Jurgelane, I. (2017). Social media impact on business evaluation. Procedia
Computer Science, 104, 190-196.
Groff, J. (2013). Technology-rich innovative learning environments. OECD Innovative
Learning Environments Project, 1-30.
Harding, D., Kadiyono, A. L., Hafiar, H., Ma'mun, T. N., Wibowo, H., Nugraha, Y., &
Siswadi, A. G. P. (2020). Readiness of Technology Adaptation Towards Digital-Based Entrepreneurship. International Journal of Entrepreneurship, 24(1), 1-5.
Hidayat, D., & Saepudin, A. (2016). Locally-Based enterprise training to improve the
economic empowerment of the learners. Journal Sosial Dan Pembangunan, 32(2), 292-301.
Internal Review Service. (2021). Behavioral Control. Retrieved from https://www.irs.gov/businesses/small-businesses-self-employed/behavioral-control
Investopedia. (2021). Systematic sampling vs. cluster sampling: what’s the difference?. Retrieved from https://www.investopedia.com/ask/answers/051815/what-difference-between-systematic-sampling-and-cluster-sampling.asp
Kamal, Y. (2016). Study of Trend in Digital Marketing and Evolution of Digital Marketing Strategies. International Journal of Engineering Science and Computing, 6(5), 5300-5302.
Kannan, P. K., Chang, A-M. and Whinston, A. B. (1998). Marketing information on the I-way:
data junkyard or information gold mine?. Communications of the ACM, 41, 35-43.
Lamberton, C., & Stephen, A. T. (2016). A Thematic Exploration of Digital, social media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6), 146–172.
Mahmood, T. M. A. T., Mamun, A. A., & Ibrahim, M. D. (2019). Attitude towards entrepreneurship: a study among Asnaf Millennials in Malaysia. Asia Pacific Journal of Innovation and Entrepreneurship, 14(1), 2-14.
Malabana, M. J., & Swanepoel, E. (2019). Graduate entrepreneurial intentions in the rural provinces of South Africa. Southern African Business Review, 19(1), 89–111.
Malik, R. (2017). An Empirical Study of Digital Marketing and its Elements. International Journal of Scientific Research in Science and Technology, 3, 715-718.
Martin, C. A. (2005). From high maintenance to high productivity: What managers need to know about Generation Y. Industrial and Commercial Training, 37(1), 39-44.
Abdullah, M. F. N. L., & Wei, L. T. (2017). Validity and Reliability Form One Geometry Learning Self -Assessment Instrument. Malaysian Journal of Learning and Instruction, 14(1), 211–265.
Abdullah, M. S. (2015). Factors influencing diploma students Polytechnic engineering in venturing into the field of entrepreneurship. Masters Technical Education, Faculty of Technical and Vocational Education, Universiti Tun Hussien Onn Malaysia.
Mudasih, I., Subroto, W. T., & Si, S. M. (2021). The effect of financial literacy, digital literacy, and entrepreneurial learning outcome on entrepreneur behavior of students at smk negeri 1 surabaya. Technium Social Science Journal, 15(1), 303-320.
Noh, Y. (2016). A study on the effect of digital literacy on information use behavior. Journal of Librarianship and Information Science, 1-31.
Ocak, S., ?ahin, T., & Gider, Ö. (2019). Entrepreneurial Tendency of the Students: A Research on the Students of the Department of Physiotherapy and Rehabilitation and Nutrition and Dietetics. Journal of Entrepreneourship and Development, 14(1), 67-77.
Organisation for Economic Cooperation and Development (OECD). (2019). The Missing Entrepreneurs 2019: What potential does digital entrepreneurship have for being inclusive? Retrieved from https://www.oecd-ilibrary.org/industry-and-services/the-missing-entrepreneurs-2019_28e047ba-en;jsessionid=jbuF27ihi6ZhulmKR4YD9M09.ip-10-240-5-113
Parnell, A. J., Crandall, W., & Menefee, M. (1995). Examining the Impact of Culture on Entrepreneurial Propensity: An Empirical Study of Prospective American and Egyptian Entrepreneurs. Academy of Entrepreneurship Journal, 1(1), 39-53.
QuestionPro. (2021). Research design: definition, characteristics, and types. Retrieved from https://www.questionpro.com/blog/research-design/
QuestionPro. (2021). Survey research: definition examples, and methods. Retrieved from https://www.questionpro.com/article/survey-research.html
Richardson, P. S., Choong, P., & Parker, M. (2016). Social media marketing strategy: Theory
and research propositions. Journal of Marketing Development and Competitiveness, 10(2), 24-34.
Stueber, H., & Wurth, S. (2017). A literature review of marketing and Facebook [Unpublished
master’s thesis]. Halmstad University.
Taiminen, H., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Ting, Y. (2015). Tapping into Students' Digital Literacy and Designing Negotiated Learning to Promote Learner Autonomy. Internet and Higher Education, 26, 25?32.
Vamyaka, V., Stoforos, C., Palaskas, T., & Botsaris, C. (2020). Attitude toward entrepreneurship, perceived behavioral control, and entrepreneurial intention: Dimensionality, structural relationships, and gender differences. Journal of Innovation and Entrepreneurship, 9(5). https://doi.org/10.1186/s13731-020-0112-0
Wiersma, W., & Jurs, S. G. (2005). Research methods in education: An introduction. Ally and Bacon.
Zenebe, A., Alsaaty, F. M., & Anyiwo, D. (2017). Relationship between individual's entrepreneurship intention, and adoption and knowledge of information technology and its applications: An empirical study. Journal of Small Business & Entrepreneurship, 30 (2), 215-232.
In-Text Citation: (Moorthy & Sahid, 2021)
To Cite this Article: Moorthy, T., & Sahid, S. (2021). The Influence of Digital Marketing Literacy on Entrepreneurship Behavior among Public University Students in Malaysia. International Journal of Academic Research in Business and Social Sciences, 12(1), 521– 541.
Copyright: © 2022 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
