Digital Marketing in a Context of Digital Transformation: A Conceptual Model Integrating Digital Entrepreneurship to Revolutionize Digital Practices

Abstract

In a context of growing digital transformation, this theoretical article explores the role of digital entrepreneurship in revolutionizing digital marketing practices. By integrating the dimensions of digital transformation, digital entrepreneurship, and digital marketing, the study aims to understand the complex interactions between these domains. The central issue of the article focuses on how digital transformation and digital entrepreneurship influence digital marketing practices, with particular attention to underlying mechanisms and implications for businesses. Research objectives include identifying key success factors for digital entrepreneurship in a rapidly evolving digital environment and proposing a conceptual model to explain these dynamics, to illuminate digital marketing practices in a context of digital transformation. The methodology adopted involves a thorough literature review and a critical analysis of previous work, followed by conceptualization of relationships between key variables. Results highlight the importance of digitizing operations, modernizing IT infrastructures, and managing change in the digital transformation of businesses and their impact on digital marketing. In conclusion, this article underscores the increasing importance of digital entrepreneurship in a changing digital landscape, while highlighting implications for digital marketing practices. Additionally, it offers avenues for future research and practical implications for businesses.