Digital Entrepreneurship Activities Among Gender Groups in Greek Agrifood Firms

Afroditi Kitta, Ourania Notta () and Aspasia Vlachvei
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Afroditi Kitta: International Hellenic University
Ourania Notta: International Hellenic University
Aspasia Vlachvei: University of Western Macedonia

Chapter Chapter 70 in Applied Economic Research and Trends, 2024, pp 1223-1239 from Springer

Abstract: Abstract The purpose of this chapter is to provide insight into digital entrepreneurship through the gender lens in Greek agrifood firms. Especially, the study brings to light cultural factors, digital behaviour, marketing activities, and communication media towards e-marketing through gender differences. To achieve this aim, a survey of 91 participants (65 men and 26 women entrepreneurs) was conducted and the data were analyzed using the Principal Component Analysis.

Keywords: Digital entrepreneurship; Gender differences; Cultural factors; Digital behaviour; Marketing activities; Communication media; Greek agrifood firms (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-49105-4_70

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DOI: 10.1007/978-3-031-49105-4_70

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