Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
Face-to-face restrictions due to the epidemic have created a sudden and urgent need for PTPTN marketing officers to approach existing and potential customers using digital marketing. This study examines the relationship between intention, top management support, information technology infrastructure...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2023
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| Online Access: | https://etd.uum.edu.my/10675/1/grant%20the%20permission_s827964.pdf https://etd.uum.edu.my/10675/2/s827964_01.pdf |
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| Summary: | Face-to-face restrictions due to the epidemic have created a sudden and urgent need for PTPTN marketing officers to approach existing and potential customers using digital marketing. This study examines the relationship between intention, top management support, information technology infrastructure and individual experience with information technology infrastructure towards the use of digital marketing among marketing officers. A closed questionnaire was developed and distributed online to all marketing officers throughout Malaysia. A total of 259 marketing officers responded to the questionnaire. Descriptive, correlational and regression analyses were conducted. The results showed that the independent variables are related and influences the use of digital marketing among the marketing officers, except for top management support. Although initially the directive to switch to digital marketing came from top management but these marketing officers did not attribute top management support towards their adoption to digital marketing efforts. Most marketing officers harness their skills through their own efforts. This study also suggests the use of other social media applications such as TikTok and Instagram in their social media applications efforts. It is hoped that the use of the latest technology can be a catalyst for transformation to the success of officers and organizations in the future. |
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