The Mediating Role of Proactiveness in the Effect of Entrepreneurs' Digital Competence on Innovativeness: The Case of Karabük

Abstract

Purpose – This study aims to empirically examine the effects of digital competencies of entrepreneurs operating in Karabük on proactiveness and innovativeness as dimensions of entrepreneurial marketing. Additionally, it aims to determine the mediating role of proactiveness in the impact of digital competencies on innovativeness.
Design/methodology/approach – Research data were collected from 130 entrepreneurs in Karabük using the survey technique. Descriptive statistics, exploratory factor analysis, simple and multiple linear regression analyses, and the mediation test based on the Baron and Kenny (1986) method were used for data analysis.
Results – According to the analysis results, digital competence explains 78.5% of the variance in proactiveness (β=0.886; p<0.001). The combined explanatory rate of digital competence and proactiveness on innovativeness reached 89% (Adjusted R² = .890). The mediation test revealed that proactiveness plays a partial mediating role (0.497 indirect effect) in the relationship between digital competence and innovativeness.
Discussion – The findings indicate that proficiency in digital tools triggers entrepreneurs' motivation to take initiative in the market and enhances innovative performance both directly and indirectly. Consequently, leveraging digital competence as a strategic tool significantly expands the capacity to anticipate market opportunities, thereby offering a sustainable competitive advantage for entrepreneurs in the region.