What type of study is this?

This is a Quantitative Study study.

October 3, 2025

Embracing Digital Marketing Technologies and Increasing Student Engagement through Marketing Agility and Reactance

Puntos clave

Increased marketing agility enhances student engagement with course material and readiness for professional careers.
Findings show that emotional responses to marketing technology significantly impact engagement levels in students.
Partial Least Squares Structural Equation Modeling was utilized to analyze data from marketing students, revealing key dynamics.
The emphasis on digital fluency is essential for maximizing educational outcomes, suggesting areas for further curriculum development.

Resumen

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.

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Cite This Study

Manisha Mathur (Mon,) studied this question.

synapsesocial.com/papers/68e03505f0e39f13e7fa3e64 https://doi.org/https://doi.org/10.20429/amtp.2024.05