The effect of digital marketing literacy and entrepreneurship education on entrepreneurial intention through entrepreneurial self-efficacy
Abstract
The aim of this study was to examine the impact of digital marketing literacy and entrepreneurship education on entrepreneurial intention with the mediating role of entrepreneurial self-efficacy. The research method was applied and descriptive-survey in nature. The statistical population of this study consisted of undergraduate management students at Ferdowsi University of Mashhad. A convenience random sampling method was employed, and according to the Krejcie and Morgan table, a total of 205 participants were surveyed. The data collection tool was a standardized questionnaire adapted from theoretical literature using a five-point Likert scale. In this study, face validity of all questionnaires was confirmed through the opinions of academic experts, content validity was assessed using the convergent validity index with average variance extracted, discriminant validity was evaluated using the Fornell and Larcker test, and construct validity was examined through factor loadings. Reliability was also measured using Cronbach's alpha and composite reliability, both of which were confirmed. The final analysis results were obtained using structural equation modeling with SmartPLS3 and SPSS24 software in descriptive and inferential sections, showing that all research hypotheses were supported and that entrepreneurial self-efficacy mediates the impact of digital marketing literacy and entrepreneurship education on entrepreneurial intention.