RT info:eu-repo/semantics/article
T1 Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship
A1 Núñez Cansado, María Ángeles
A1 Juarez Varón, David
A1 Carrascosa Méndez, Gabriel
K1 Comunicación
K1 AdvertisingCommunication entrepreneurshipTechnologyNeuromarketingConsumer psychologyStrategic media planningResidual effectAffective chronometry
K1 6104.01 Procesos Cognitivos
AB This study explores the complex dynamics between Lebanese women entrepreneurs’ Entrepreneurial Orientation (EO) and their propensity to launch new sustainable businesses by examining the mediating function of dynamic capabilities and the moderating influence of digitalization. Dynamic Capabilities are expected to be a crucial mechanism through which entrepreneurship orientation positively affects sustainable start-up intentions. A total of 351 Lebanese women entrepreneurs were carefully chosen to serve as the research sample. The present studyused structural equation modeling (SEM), which permits a systematic examination of the interaction between theconstructs, to investigate the correlations and dynamics between the variables. The findings of this research have practical implications for policymakers, business support entrepreneurs, and aspiring women entrepreneurs in Lebanon. Understanding the underlying mechanisms that drive start-up intentions among Lebanese women entrepreneurs can inform the design and implementation of targeted interventions and support mechanisms that promote entrepreneurship and innovation in the sustainable development. This article illustrates and explains how dynamic capabilities mediate the relationship between women’s entrepreneurial orientation and entrepreneurial sustainable start-up intention and how digitalization moderates the relationship between innovation and entrepreneurial start-up intention in the Lebanese context
PB Elservier
SN 2773-0328
YR 2024
FD 2024-09
LK https://uvadoc.uva.es/handle/10324/72999
UL https://uvadoc.uva.es/handle/10324/72999
LA eng
NO Sustainable Technology and Entrepreneurship, ( septiembre 2024) Volume 3, Issue 3, 100069
NO Producción Científica
DS UVaDOC
RD 18-may-2025