Journal Press India®

Impact of Digital Marketing on Entrepreneurship in India

Vol 9 , Issue 1 , January - June 2022 | Pages: 81-99 | Research Paper  

Article has been added to the cart.View Cart (0)

Author Details ( * ) denotes Corresponding author

1. * VYOMKESH BHATT, Assistant Professor, Faculty of Management Studies, Gurukula Kangri (Deemed to be University), DEHRADUN, Uttarakhand, India (

Entrepreneurship has always been seen as a catalyst for economic growth. Throughout history, entrepreneurship has shown to be vital for a country's growth. Starting a business has never been simple. Imagination, risk-taking, and foresight are required. Generation Z and increasing technology have changed consumer buying habits. Purchasing has become a complex decision-making process, with so many options, information, and attention span shortening. The present study focuses upon the historical and continuing development of the concept of entrepreneurship, identifying the different dimensions that are used to measure entrepreneurship and the impact of digital marketing on entrepreneurship using ANOVA, descriptive statistics and simple linear regression using secondary resources. The study concludes that there is a direct relationship between increase of digital marketing usage and number of new entrepreneurial ventures registered during the period of 2013 to 2020, signifying that if digital marketing will increase the number of entrepreneurial ventures will also increase.


Entrepreneur, Entrepreneurship, Consumer behavior, Digital marketing, Digital technology.

  1. Ahuja, Y., & Loura, I. (2018). Telling stories in the digital space: A marketing perspective. MANTHAN: Journal of Commerce and Management, 5(2), 63-72.
  2. Balli, A. (2020). Digital marketing and digital entrepreneurship approach in Turkey: Ankara case. Journal of Business Research, 12(2), 1058-1071.
  3. Barisic, A. & Vujnović (2018). Attitudes of entrepreneurs towards social media as a marketing tool. Education for Entrepreneurship, 8(Special Issue), 139-154.
  4. Bizhanova, K., Arafta, M., Ilkhom, U., Akmaral, O. &  (2019). Impact of digital marketing development on entrepreneurship. Retrieved from
  5. Dentsu Aegis Network. (2020). Digital adverstising in India 2020. Retrieved from
  6. Drucker, P. (1985). Innovation and entrepreneurship. London: Routledge.
  7. Enberg, J. (2019). Global digital ad spending 2019. Retrieved from
  8. Global Entrepreneurship and Development Institute (2019). Global Entrepreneurship Index. Retrieved from
  9. Kolongahapitiya, K. (2018). Progression of theory of entrepreneurial marketing. International Journal of Engineering Technologies and Management Research, 5(5), 41-57.
  10. Martiz, A. (2012). Entrepreneurial and innovative marketing: A systematic review of the literarture. Innovative Marketing, 7(4), 28-37.
  11. Nigam, D., Pradhan, P., & Tiwari, C. K. (2018). Digital marketing and SMEs: An identification of research gap via archives of past research. International Journal of Applied Engineering Research, 13(8), 6089-6097.
  12. Pai, A. (2018). Digital start-up and women entrepreneurship: A study of status of women entrepreneurs in India. International Journal of Research and Analytical Reviews, 5(4), 655-659.
  13. Sarprasatha, J. (2016). Entrepreneurship in social media services in Oman: A socio economic scanning of the sultanate. Asian Social Sciences, 12(4), 138-148.
  14. Vineela, G. (2018). Digital entrepreneurship. International Journal of Innovative Research in Engineering and Multidisciplinary Physical Sciences, 6(4), 441-448.
Abstract Views: 33
PDF Views: 55

By continuing to use this website, you consent to the use of cookies in accordance with our Cookie Policy.