THE IMPACT OF DIGITAL SELLING DEVELOPMENT ON ENTREPRENEURSHIP: A CASE FROM INFORMATION TECHNOLOGY SECTOR OF PAKISTAN

Abstract

In recent years, Digital selling has become a key component of the business plans among the entrepreneurs. With the emergence of digital selling, most entrepreneurs can take advantage of using digital marketing and digital media to develop revenue and awareness. The aim of the research is to determine how digital selling influences individuals who are their own boss in the Pakistan IT industry. It also focuses at nature of business as well as the individual decision method. It evaluates the overall impact of digital media promotions and strategies on entrepreneurial decisions in the Information Technology sector. A self-administered survey was designed to collect information for this research, which followed a quantitative approach study style. The survey's respondents are Karachi's resident freelancers, and a random sampling procedure was applied to select the data of 205 people. The hypotheses were investigated using regression analysis since the study’s purpose was to assess the impact of every independent variable on the specified dependent variable. According to the present research, digital marketing and selling ads have a mixed influence on entrepreneurship in the IT industry of Pakistan. Entrepreneurial behavior has been heavily influenced by these independent variables i.e., affiliate marketing, pay per click advertisement, social media marketing, email marketing, and search engine marketing. The findings of this study have important impacts on the IT sector, as they allow entrepreneurs to detect their strategy in an online world and make suitable decisions.