BUILDING A STRONG BRAND: HOW DIGITAL MARKETING SHAPES STUDENTS’ ONLINE ENGAGEMENT IN HIGHER EDUCATION
DOI:
https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1585Keywords:
Digital Marketing, Higher Education, Student Attitude, Social Influence, Trust In Online InformationAbstract
This study explores the factors influencing students' intention to engage with digital marketing in higher education, focusing on attitude, subjective norms, perceived behavioral control, and trust in digital information. A quantitative research design was adopted, utilising a survey-based approach with 208 students selected through stratified random sampling from various educational institutions in Chennai, India. Data was collected using a structured questionnaire based on validated scales and measured using a 5-point Likert scale. Statistical analysis, including descriptive statistics and regression analysis, was conducted to examine the relationships between the key variables.
Findings reveal that attitude, subjective norms, and perceived behavioral control significantly impact students’ intention to use digital marketing for higher education decision-making. Moreover, trust in digital information acts as a mediator, strengthening the effect of these factors. The study highlights that students are more likely to engage with digital marketing when they perceive it as useful, socially accepted, and easy to navigate, provided that the information is credible and transparent.
It offers empirical insights for universities and educational institutions to refine their digital marketing strategies, ensuring trust-building, personalization, and interactive content to enhance student engagement. By improving the credibility and accessibility of digital platforms, institutions can influence student enrollment decisions and strengthen their online presence in an increasingly competitive educational landscape.
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