## 2 Research Background
### Synthesis of Literature Review  
Entrepreneurship in the digital age has emerged from a landscape reshaped by rapidly advancing technologies, international market access, and changing patterns of consumer behavior [16; 19; 21; 27]. These developments do not simply add new channels for business but introduce ways of thinking, operating, and organizing that differ significantly from those of the past. One of the key differences lies in the reduced barriers to starting a venture. Traditional entrepreneurship often required considerable financial resources, physical infrastructure, and established supply chains. Today, an entrepreneur equipped with a computer, Internet access, and specialized software can establish a new venture and launch products or services without large initial investments. Digital platforms including e-commerce marketplaces, content management systems, and social media channels now allow even small startups to reach audiences that span continents [22; 27; 30; 42]. This unprecedented reach expands competitive possibilities and offers opportunities to test new ideas and refine business concepts at a scale and speed once considered impossible. Entrepreneurs in this environment face persistent difficulties related to understanding complex technologies, keeping pace with market shifts, and maintaining the flexibility needed to pivot their strategies [30; 46; 49; 57]. In addition, the sheer volume of available data, tools, and platforms can be overwhelming. Navigating these complexities demands new competencies such as digital marketing analytics, cybersecurity awareness, and the ability to interpret social media trends. Entrepreneurs must invest time in learning, experimenting, and adapting to ensure that their businesses remain relevant [49; 57; 112; 117]. As technology continues to evolve, entrepreneurs need to remain open to new processes and be ready to adjust their value propositions, communication strategies, and operational frameworks [96; 102; 110; 117]. Success in this context depends on recognizing that the digital age is not simply a new environment but one characterized by continuous change, interconnected markets, and informed customers who have more options and higher expectations than ever before [76; 81; 96]. Internet marketing is central to the strategies entrepreneurs use to engage with their audiences in this digital space. Rather than broadcasting one-size-fits-all messages, Internet marketing relies on data-driven insights and targeted communication [65; 68; 80; 81]. Analytics tools help entrepreneurs learn who their customers are, what they need, and which channels they prefer. Websites and social media platforms create direct lines of communication, allowing businesses to respond to customer feedback in real-time. Email marketing campaigns can focus on specific customer segments based on their interests, purchasing behaviors, or geographic location. This precision helps businesses make the most of limited marketing budgets, while personalized messaging improves the chances of building trust and loyalty over time [63; 68; 69; 96]. The interactions enabled by digital media go beyond advertising. Content marketing strategies, such as educational videos, blog posts, or white papers, offer ways to engage audiences by providing them with useful information rather than only sales messages [71; 77; 98; 106]. This approach helps establish a company's credibility and long-term relationships with customers who turn to the business as a valuable source of knowledge. The shift toward interactive online communication also supports entrepreneurs in building communities around their brands. Social media conversations, online forums, and virtual events create a sense of belonging and participation, encouraging customers to share their experiences, recommend products, and become advocates [98; 106; 107]. This community-building aspect of Internet marketing can support sustainability and long-term growth, as satisfied customers help promote the brand to new potential clients.