## 2 Research Background
### Existing Knowledge Gap and Hypotheses
Understanding that high-quality content can attract potential customers, encourage repeat visits, and position the entrepreneur as a knowledgeable source can make entrepreneurship appear both more meaningful and more feasible. Effective content strategies demonstrate that even without large advertising budgets, new ventures can gain audience trust, stimulate interest, and support ongoing engagement. This perceived ability to establish thought leadership, differentiate offerings, and create enduring connections through content enhances the attractiveness of entrepreneurial endeavors [99; 100]. * \(\mathrm{H_{4}}\): Content marketing (CMA) positively affects the entrepreneur intentions (ENTIN). Customer relationship management (CRM) systems involve collecting, organizing, and analyzing customer data to guide personalized interactions and improve customer satisfaction. Awareness of CRM's capacity to help maintain structured records, track communication histories, and tailor service responses can provide aspiring entrepreneurs with a sense of stability and responsiveness. This reinforces the idea that entrepreneurship is not merely about launching a product, but also about nurturing relationships, anticipating customer needs, and sustaining loyalty [102]. * \(\mathrm{H_{5}}\): Customer relationship management (CRM) positively affects the entrepreneur intentions (ENTIN). Online advertising (OAD) encompasses targeted promotional efforts that reach audiences through various digital channels, often with measurable and adjustable parameters. Recognizing that entrepreneurs can selectively display ads to specific market segments, test different messages, and quickly refine strategies based on performance metrics may reduce the perceived uncertainty and risk [89; 90]. The sense that online advertising allows for scalable, cost-efficient outreach, and immediate feedback makes entrepreneurial pursuits appear more systematically manageable and scalable. As these conditions become more apparent, individuals are likely to feel more assured that launching and growing a new venture is achievable, thereby solidifying their entrepreneurial intentions [92]. * \(\mathrm{H_{6}}\): Online advertising (OAD) positively affects the entrepreneur intentions (ENTIN). Data management and analytics (DMA) involves systematically gathering, processing, and interpreting data to inform business decisions. Understanding that entrepreneurs can rely on empirical insights to identify market trends, measure campaign effectiveness, and adjust product offerings can alleviate concerns over guesswork and misallocated resources [13; 50; 59]. This evidence-based approach promotes the view that entrepreneurial success is not merely a matter of intuition, but can be guided by concrete, data-driven strategies. When potential entrepreneurs perceive that data analytics can help reduce uncertainties and enhance strategic decision-making, they are more inclined to regard entrepreneurship as a viable and compelling career path, ultimately bolstering their entrepreneurial intentions. * \(\mathrm{H_{7}}\): Data management and analytics (DMA) positively affects the entrepreneur intentions (ENTIN). These hypotheses provide a research framework and guidelines on how to apply the mentioned statistical methods. While the digital age has revolutionized entrepreneurship and Internet marketing, there remain significant knowledge gaps regarding the factors that predict entrepreneurial intentions and the effectiveness of Internet marketing strategies. Understanding these gaps is important for advancing research and practice in these fields, particularly as the business landscape continues to evolve with rapid technological advancements. There is a need for studies that explore how digital competencies, exposure to online entrepreneurial communities, and access to digital resources influence an individual's intention to start a business.