Jerome Mario Sigamony

Academic

Career

Verbatim text

Impact of digital platforms and customer knowledge on 
Online entrepreneurship with the mediation of digital innovation 
 
The aim of this study was to examine how online entrepreneurship is influenced by the 
implementation of digital platforms, increased customer knowledge and the role of digital 
innovation.  Innovation in digitalization is playing a significant role in progressing economic growth 
and benefitting society has been long established. The study will contribute in extending the 
existing research by studying the context of online entrepreneurship, digital platforms and 
customer knowledge, by operationalizing digital innovation as mediator. The existing literature is 
still in growing stages and there exist a need of further gap research in its different dimensions. This 
research is focused on gathering modern literature on online entrepreneurship and to provide with 
updated collecting of key topics and methodologies that are discussed in the related literature. 
Moreover, by laying the base foundations on the systematic literature review, a research map 
directing at future research prospects for academics working in the arena will be proposed. 
The empirical research will observe the impact of customer knowledge and digital platforms such as 
digital marketing and social media, on online entrepreneurship. As a result, it will be observed that 
further improvements in digital platforms and proliferation in customer data and knowledge will 
greatly assist online entrepreneurs to innovate and develop additional new marketable services. 
The research is based on quantitative data which is constructed on a sample of 250-300 
entrepreneurs. For analysis of the data statistical software (SPSS) is used. The implication of this 
research will outline directions for further research in this area. 
 
 
 
Area of Study: 
Marketing 
Supervisor Name: 
Dr. Abdul Wahab 
Group Members:   
Jerome Mario Sigamony (i17 - 0932)