ISSN: 2222-6990
Open access
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.
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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), 548 – 568.
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