Vol. 10 No. 2 (2025): Turkish Journal of Marketing
Articles

The influence of digital platforms on entrepreneurial success: A study of platform-based businesses

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  • Mehriban Imanova
Mehriban Imanova
Assoc. Prof. Dr., Nakhchivan State University, Faculty of Economics and Management, Nakhchivan, Azerbaijan

Published 10/25/2025

Keywords

  • Digital Platform, Platform-Based Entrepreneurship, Entrepreneurial Success, Network Effects, Resource-Based View, Scalability, Platform Economy, Innovation Diffusion

Copyright (c) 2025 Mehriban Imanova

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The influence of digital platforms on entrepreneurial success: A study of platform-based businesses. (2025). Turkish Journal of Marketing, 10(2), 37-47. https://doi.org/10.30685/tujom.v10i2.215

Abstract

This study examines how digital platforms shape entrepreneurial success by integrating Platform Theory, the Resource-Based View (RBV), and Innovation Diffusion Theory (IDT). Using a mixed-methods design, we surveyed 180 platform-based entrepreneurs in Azerbaijan and conducted 20 semi-structured interviews to gain deeper qualitative insights into platform dependency, innovation practices, and algorithmic challenges. Quantitative data were analysed through Structural Equation Modelling (SEM), while qualitative data were subjected to thematic analysis to identify recurring patterns and contextual factors shaping entrepreneurial success. Confirmatory factor analysis supported construct validity (α=.78–.91; CR=.80–.93; AVE=.52–.74). Structural equation modelling showed that network effects increase business scalability (β=.41, p<.001), algorithmic support enhances innovation capacity (β=.36, p<.001), and access to platform resources drives revenue growth (β=.39, p<.001); platform infrastructure and intermediation contribute to long-term sustainability (β=.34, p<.001). Qualitative evidence highlights risks from algorithmic opacity and platform dependence. We conclude that platforms operate as both enablers and gatekeepers, recommending diversification, data literacy, and transparent governance to sustain entrepreneurial outcomes.

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