TY - CHAP
T1 - The Role of Government Policy Communication (GPC) Quality and Consistency Based on Integrated Marketing Communication (IMC) on Entrepreneurship
T2 - An Abstract
AU - Butkouskaya, Vera
AU - Salcedo, Nestor U.
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2023
Y1 - 2023
N2 - Hitherto, entrepreneurship government policies aim to motivate entrepreneurial intention (EI) for start-up creation, mainly among young people. Thus, government policy communications (GPC) are the instrument for this knowledge sharing and promotion. However, the study considers that GPC quality and consistency (this last based on the Integrated Marketing Communication -IMC-) could improve the policy knowledge transfer into a higher entrepreneurial intention. The research design is a non-experimental cross-sectional explanatory study. The analysis unit was entrepreneurial young people from Spain with strong entrepreneurial intention in Barcelona’s glocal (global and local) market. The instrument (survey) used prior constructs in the Likert scale, and the calibration was through experts and a pilot test. The data collection obtained a preliminary sample of 132 observations. Then, the analytical procedures focused on multivariate analyses. The instrument’s validity was with Exploratory factor analysis (EFA) & Confirmatory factor analysis (CFA), and the hypotheses test used a PLS-SEM. Following the results, the GPC quality has a negative mediation effect between entrepreneurship GPC knowledge and entrepreneurial intention relationship while GPC consistency does not affect mentioned relationship. Instead of the above, entrepreneurship GPC knowledge positively affects entrepreneurial intention through GPC quality and consistency. Finally, concerning theoretical implications, it applies the IMC concept in government policy communications. It empirically confirms the positive relationship between entrepreneurial GPC knowledge and entrepreneurial intention mediated by the GPC quality. In addition, the analysis demonstrates a higher mediation effect of GPC consistency on the positive impacts of entrepreneurial GPC knowledge and GPC quality on entrepreneurial intention. While, as policy implications, it suggests the marketing perspective application for developing and promoting entrepreneurial policies. The integration of messages and channels towards reaching the GPC consistency may facilitate the perception of knowledge among receivers. It improves the character of government-receiver interactive dialogue and, as a result, improves the GPC quality perception and performance in high entrepreneurial intention. Therefore, in addition to the quality, the GPC should be controlled on consistency.
AB - Hitherto, entrepreneurship government policies aim to motivate entrepreneurial intention (EI) for start-up creation, mainly among young people. Thus, government policy communications (GPC) are the instrument for this knowledge sharing and promotion. However, the study considers that GPC quality and consistency (this last based on the Integrated Marketing Communication -IMC-) could improve the policy knowledge transfer into a higher entrepreneurial intention. The research design is a non-experimental cross-sectional explanatory study. The analysis unit was entrepreneurial young people from Spain with strong entrepreneurial intention in Barcelona’s glocal (global and local) market. The instrument (survey) used prior constructs in the Likert scale, and the calibration was through experts and a pilot test. The data collection obtained a preliminary sample of 132 observations. Then, the analytical procedures focused on multivariate analyses. The instrument’s validity was with Exploratory factor analysis (EFA) & Confirmatory factor analysis (CFA), and the hypotheses test used a PLS-SEM. Following the results, the GPC quality has a negative mediation effect between entrepreneurship GPC knowledge and entrepreneurial intention relationship while GPC consistency does not affect mentioned relationship. Instead of the above, entrepreneurship GPC knowledge positively affects entrepreneurial intention through GPC quality and consistency. Finally, concerning theoretical implications, it applies the IMC concept in government policy communications. It empirically confirms the positive relationship between entrepreneurial GPC knowledge and entrepreneurial intention mediated by the GPC quality. In addition, the analysis demonstrates a higher mediation effect of GPC consistency on the positive impacts of entrepreneurial GPC knowledge and GPC quality on entrepreneurial intention. While, as policy implications, it suggests the marketing perspective application for developing and promoting entrepreneurial policies. The integration of messages and channels towards reaching the GPC consistency may facilitate the perception of knowledge among receivers. It improves the character of government-receiver interactive dialogue and, as a result, improves the GPC quality perception and performance in high entrepreneurial intention. Therefore, in addition to the quality, the GPC should be controlled on consistency.
KW - Entrepreneurial intention
KW - Entrepreneurship government policy
KW - Governance policy communication
KW - Integrated marketing communications
UR - https://www.scopus.com/pages/publications/85151268045
U2 - 10.1007/978-3-031-24687-6_84
DO - 10.1007/978-3-031-24687-6_84
M3 - Chapter
AN - SCOPUS:85151268045
SN - 978-3-031-24686-9
SN - 978-3-031-24689-0
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 215
EP - 216
BT - Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs
PB - Springer Nature
ER -