Journal Press India^®

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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.

Keywords

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

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