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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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Main Author: Mohd Azhan, Jumaat
Format: Thesis
Language:English
English
Published: 2023
Subjects:
HF5001-6182 Business
HF Commerce.
Online Access:https://etd.uum.edu.my/10675/1/grant%20the%20permission_s827964.pdf
https://etd.uum.edu.my/10675/2/s827964_01.pdf
https://etd.uum.edu.my/10675/
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spelling my.uum.etd.106752023-10-16T06:05:57Z https://etd.uum.edu.my/10675/ Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers Mohd Azhan, Jumaat HF5001-6182 Business HF Commerce. 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. 2023 Thesis NonPeerReviewed text en https://etd.uum.edu.my/10675/1/grant%20the%20permission_s827964.pdf text en https://etd.uum.edu.my/10675/2/s827964_01.pdf Mohd Azhan, Jumaat (2023) Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5001-6182 Business
HF Commerce.
spellingShingle HF5001-6182 Business
HF Commerce.
Mohd Azhan, Jumaat
Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
description 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.
format Thesis
author Mohd Azhan, Jumaat
author_facet Mohd Azhan, Jumaat
author_sort Mohd Azhan, Jumaat
title Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
title_short Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
title_full Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
title_fullStr Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
title_full_unstemmed Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers
title_sort factors influencing the adoption of digital marketing among the national higher education fund (ptptn) executive marketing officers
publishDate 2023
url https://etd.uum.edu.my/10675/1/grant%20the%20permission_s827964.pdf
https://etd.uum.edu.my/10675/2/s827964_01.pdf
https://etd.uum.edu.my/10675/
_version_ 1781708405873836032
score 13.211869

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