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Effect of marketing literacy on the success of entrepreneurial projects

Author

Listed:
  • Mueen Ghazi Elmobayed
  • Hamood Mohammed Al-Hattami
  • Mohammed A. Al-Hakimi
  • Walaa Salama Mraish
  • Ahmad Samed Al-Adwan

Abstract

Purpose - This research aims to determine the effect of marketing literacy on the success of entrepreneurial projects (EPS) in Palestine. Design/methodology/approach - To attain the study’s purpose, the researchers employed the questionnaire, which was applied to a random sample of 298 individuals from the owners of entrepreneurial projects in Palestine. The data were analyzed and tested using SmartPls 4 software. Findings - The study reached a set of results, including that the level of marketing literacy among owners of small businesses in the Gaza Strip was significantly higher for customer service (CS), management style (MS), technology (T) and customer retention (CR). In particular, the results implied that CS, MS, T and CR significantly and positively affect EPS. Practical implications - This research would help the start-ups in Palestine spread marketing literacy among the workers in entrepreneurial projects. Originality/value - Today, most countries tend to support entrepreneurs and owners of creative ideas and entrepreneurial projects through various programs. To the best of the authors'' knowledge, this research is distinguished by its modernity and scarcity in the Arab world, particularly in Palestine. Thus, it would help raise awareness of marketing literacy among owners of entrepreneurial projects and provide empirical evidence of success for those who are about to establish an entrepreneurial project.

Suggested Citation

  • Mueen Ghazi Elmobayed & Hamood Mohammed Al-Hattami & Mohammed A. Al-Hakimi & Walaa Salama Mraish & Ahmad Samed Al-Adwan, 2023. "Effect of marketing literacy on the success of entrepreneurial projects," Arab Gulf Journal of Scientific Research, Emerald Group Publishing Limited, vol. 42(4), pages 1590-1608, December.
    • Handle: RePEc:eme:agjsrp:agjsr-06-2023-0266
    DOI: 10.1108/AGJSR-06-2023-0266
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