1- Shahed University
2- Tehran University
3- Tehran Central Azad University
2- Tehran University
3- Tehran Central Azad University
Abstract: (215 Views)
Introduction and Objective: The development of technology and a brand’s path of innovation are deeply intertwined. Innovation in branding is one of the essential concepts of the present century. In the virtual generation, brands have an unprecedented opportunity to innovate in numerous ways. The advancement of the internet, the mobile era, and artificial intelligence have transformed the way products are built and how the overall customer experience is delivered. Consumer preferences, a dynamic force shaped by cultural shifts, social characteristics, and personal values, significantly influence brand innovation. Today, with the help of modern agricultural technologies, efforts are being made to increase crop productivity. To achieve this goal, while utilizing the latest technologies in the world, there is an expansion in the geographical area of agricultural lands. However, the mere presence of modern technology and the uncontrolled expansion of arable lands do not inherently lead to increased productivity; rather, the human workforce employed in those industries must embrace and utilize the existing technologies. The widespread adoption of digital technology has significantly altered our world. These changes have deeply affected every aspect of human life, both positively and negatively. Consequently, various industries are forced to adapt to this digital revolution and transform the way they conduct business and the products and services they offer, implementing the process of digitalization in their businesses to organize and gain global competitiveness. Digital entrepreneurship is vital for all industries and the IT departments of organizations, as this mode of entrepreneurship has led to the creation of numerous job opportunities in various segments of the economy, commerce, medicine, sports, transportation, hospitality, technology infrastructure, and related matters. In response to the pervasive use of digital technology, traditional processes, strategies, and products are being reshaped. With technological innovations providing limitless opportunities, entrepreneurs are now more inclined than ever to utilize digital tools. Whether launching new businesses or optimizing existing ones, the field of entrepreneurship is seeing a significant increase in motivation due to the immense potential offered by digitalization. Integrating digital technologies into entrepreneurial activities unleashes the potential for innovative products, services, and procedures while enabling the reconfiguration of business models. Furthermore, digitalization simplifies the search for new markets and opportunities, increases cost efficiency, and enhances stakeholder engagement.The present research has been investigated with the aim of presenting a model of entrepreneurial intention based on innovation in branding, the adoption of agricultural technologies, and a sustainable market orientation.
Materials and Methods: From the perspective of its objective, the present research is of the applied type, and in terms of data collection method, it is descriptive, correlational, in which the Partial Least Squares Structural Equation Modeling (PLS-SEM) method was used to test the hypotheses and fit the model. The statistical population of the present study consisted of 250 students from the Faculty of Agriculture at Shahed University. Considering the possibility of some questionnaires being incomplete and the non-return of others, ultimately 180 questionnaires were distributed among the students, of which 150 questionnaires were returned and analyzed.
Findings: In the present study, a survey method and a five-point Likert scale questionnaire were utilized to gather contextual data. In the inferential statistics section of this research, the relationships between variables were first examined using SPSS software and Smart-PLS software. The research results, at a 95% confidence level, indicated the following: Brand innovation has a significant effect on entrepreneurial intention with a coefficient of 0.276. Brand innovation has a significant effect on entrepreneurial digital skills with a coefficient of 0.217. Brand innovation has a significant effect on problem-solving ability with a coefficient of 0.241. Agricultural technology adoption has a significant effect on entrepreneurial intention with a coefficient of 0.326. Agricultural technology adoption has a significant effect on entrepreneurial digital skills with a coefficient of 0.298. Agricultural technology adoption has a significant effect on problem-solving ability with a coefficient of 0.255. Sustainable market orientation has a significant effect on entrepreneurial intention with a coefficient of 0.202. Sustainable market orientation has a significant effect on entrepreneurial digital skills with a coefficient of 0.222. Sustainable market orientation has a significant effect on problem-solving ability with a coefficient of 0.820. Entrepreneurial digital skills have a significant effect on entrepreneurial intention with a coefficient of 0.598. Problem-solving ability has a significant effect on entrepreneurial intention with a coefficient of 0.108.”
Conclusion: The research findings indicate the confirmation of all study hypotheses. Specifically, brand innovation was found to significantly impact entrepreneurial intention, entrepreneurial digital skills, and creative problem-solving ability. Furthermore, agricultural technology adoption positively influenced entrepreneurial digital skills, entrepreneurial intention, and creative problem-solving ability. Likewise, sustainable market orientation demonstrated a significant effect on entrepreneurial intention, entrepreneurial digital skills, and creative problem-solving ability. Finally, this study offers recommendations for managers, marketers, business owners, and agricultural students. This is because innovations enable brands to play a more active role in nurturing the new generation of digital entrepreneurs while simultaneously establishing their position as innovative and pioneering brands. Therefore, the future of digital entrepreneurship is heavily reliant on the constructive and innovative interaction between brands and entrepreneurs.
Materials and Methods: From the perspective of its objective, the present research is of the applied type, and in terms of data collection method, it is descriptive, correlational, in which the Partial Least Squares Structural Equation Modeling (PLS-SEM) method was used to test the hypotheses and fit the model. The statistical population of the present study consisted of 250 students from the Faculty of Agriculture at Shahed University. Considering the possibility of some questionnaires being incomplete and the non-return of others, ultimately 180 questionnaires were distributed among the students, of which 150 questionnaires were returned and analyzed.
Findings: In the present study, a survey method and a five-point Likert scale questionnaire were utilized to gather contextual data. In the inferential statistics section of this research, the relationships between variables were first examined using SPSS software and Smart-PLS software. The research results, at a 95% confidence level, indicated the following: Brand innovation has a significant effect on entrepreneurial intention with a coefficient of 0.276. Brand innovation has a significant effect on entrepreneurial digital skills with a coefficient of 0.217. Brand innovation has a significant effect on problem-solving ability with a coefficient of 0.241. Agricultural technology adoption has a significant effect on entrepreneurial intention with a coefficient of 0.326. Agricultural technology adoption has a significant effect on entrepreneurial digital skills with a coefficient of 0.298. Agricultural technology adoption has a significant effect on problem-solving ability with a coefficient of 0.255. Sustainable market orientation has a significant effect on entrepreneurial intention with a coefficient of 0.202. Sustainable market orientation has a significant effect on entrepreneurial digital skills with a coefficient of 0.222. Sustainable market orientation has a significant effect on problem-solving ability with a coefficient of 0.820. Entrepreneurial digital skills have a significant effect on entrepreneurial intention with a coefficient of 0.598. Problem-solving ability has a significant effect on entrepreneurial intention with a coefficient of 0.108.”
Conclusion: The research findings indicate the confirmation of all study hypotheses. Specifically, brand innovation was found to significantly impact entrepreneurial intention, entrepreneurial digital skills, and creative problem-solving ability. Furthermore, agricultural technology adoption positively influenced entrepreneurial digital skills, entrepreneurial intention, and creative problem-solving ability. Likewise, sustainable market orientation demonstrated a significant effect on entrepreneurial intention, entrepreneurial digital skills, and creative problem-solving ability. Finally, this study offers recommendations for managers, marketers, business owners, and agricultural students. This is because innovations enable brands to play a more active role in nurturing the new generation of digital entrepreneurs while simultaneously establishing their position as innovative and pioneering brands. Therefore, the future of digital entrepreneurship is heavily reliant on the constructive and innovative interaction between brands and entrepreneurs.
Keywords: branding, creative problem solving, market orientation, entrepreneurial, entrepreneurial digital skills, innovation.
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