Title: The role of entrepreneurial marketing and digital transformation on women's entrepreneurial intentions in Kosovo

Authors: Arta Istrefi; Jusuf Zeqiri; Vjollca Visoka Hasani; Marcos Komodromos

Addresses: Faculty of Business and Economics, South East European University, Tetovo, North Macedonia ' Faculty of Business and Economics, South East European University, Tetovo, North Macedonia ' Faculty of Economics, AAB University, Pristina, Kosovo ' Department of Communications, School of Humanities and Social Sciences, University of Nicosia, Nicosia, Cyprus

Abstract: This study aimed to explore how digital transformation and entrepreneurial marketing affect women business owners in an emerging country. The obtained data from business owners were analysed using the structural equation model (SEM) to determine how four dimensions of entrepreneurial marketing, together with digital transformation, affect firm performance. The research shows a strong link between the role of entrepreneurial marketing (EM) on women's entrepreneurial intentions and a moderate effect of digital transformation (DT) on women's entrepreneurial intentions. The study advances knowledge and provides a clearer understanding of how entrepreneurial marketing influences women's entrepreneurial intentions. Future studies should go further into these topics to offer a more thorough knowledge of the interactions between entrepreneurial marketing, digital transformation, and women-led businesses. To our knowledge, this is the first study to explore the role of entrepreneurial marketing and digital transformation on women's entrepreneurial intentions in an emerging country.

Keywords: entrepreneurial marketing; EM; digital transformation; DT; women entrepreneur; women entrepreneurial intention; Kosovo.

DOI: 10.1504/IJTEL.2025.145315

International Journal of Technology Enhanced Learning, 2025 Vol.17 No.2, pp.174 - 196

Received: 23 Nov 2023
Accepted: 04 Jan 2024
Published online: 31 Mar 2025 *

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