The Role of Digital Marketing in the Success of Entrepreneurial Projects in Sana'a Capital Secretariat 10.35781/1637-000-140-006

Abstract

ABSTRACT This study aimed to identify the role of digital marketing with its five dimensions (attraction, learning, communication, engagement, retention) on the success of entrepreneurial projects with its two dimensions (effectiveness and efficiency) in Sana'a Capital Secretariat. The study adopted a descriptive-analytical approach, using a questionnaire as the main tool to collect data from a simple random sample of (104) entrepreneurs. Data were analyzed using SPSS through descriptive statistics, simple and multiple linear regression analysis, T-test, and one-way ANOVA. The study found a strong and statistically significant impact of digital marketing on the success of entrepreneurial projects, explaining 46.2% of the variance in success. The retention dimension was the most influential in achieving success, followed by the attraction dimension, while no direct impact was proven for the dimensions (learning, communication, engagement). The results also showed statistically significant differences attributed to the variable of experience in artificial intelligence in favor of those with good experience. The study recommended strategic focus on retention and attraction dimensions, increasing investment in artificial intelligence training, improving the quality of learning, communication and engagement practices, and launching special support programs for women entrepreneurs. Keywords: Digital Marketing, Entrepreneurial Projects, Project Success.