Educational Level and its Relationship with Digital Marketing and Internet Skills: A Study in Latina Women Entrepreneurs

Abstract

The objectives of this work are to explore the different types of internet skills that Latina women digital entrepreneurs have, to determine the relationship between internet skills and educational level, and to analyze the way this contributes to a marketing orientation of the business, depending as well on its particular characteristics. The study involved the participation of 149 women residing in a Latin American country who self-reported to be digital entrepreneurs. The data was collected through a questionnaire that included socio-demographic elements that helped determine their educational level, as well as specific characteristics of their business, and validated scales that allow the measure internet skills and digital marketing orientation. An econometric model was used to analyze the data, which identified a significant effect of information and communication skills, as well as business characteristics, on strategic emphasis toward digital marketing. Educational level had a positive effect on the development of Internet skills. These results corroborate the importance of achieving higher levels of education for entrepreneurs, in order to facilitate the development of Internet skills. It also contributes to understanding the impact of these skills on the development of digital marketing strategies for businesses with different characteristics in terms of size, and, sector.