Awareness of business administration students of the role of digital marketing in the growth of e-commerce

• Autores: Naseem Abdulghaffar Saeed Bazuhair
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 2, 2023
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i2.1123
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El estudio actual tuvo como objetivo determinar hasta qué punto los estudiantes de administración de empresas son conscientes del papel del marketing digital en el crecimiento del comercio electrónico. La comunidad de investigación está formada por estudiantes de la Facultad de Administración de Empresas a nivel de pregrado. La muestra fue de (230) estudiantes masculinos y femeninos (95) masculinos y (135) femeninos de la Universidad de Tabuk. La herramienta de estudio midió la conciencia de los estudiantes de administración de empresas sobre el marketing digital y el desarrollo del comercio electrónico. Los resultados de todas las expresiones fueron altos, y la aparición de las respuestas más aumentadas mostró un desafío significativo en la importancia de la conciencia de los estudiantes sobre el marketing digital en el crecimiento del comercio electrónico. De lo anterior se desprende que no existen diferencias estadísticamente significativas en la comprensión de los estudiantes de administración de empresas sobre el rol del marketing digital en el crecimiento del comercio electrónico según una variable (género, cursos en marketing digital y comercio electrónico, experiencia en marketing).

  • English

    Purpose: The aim of this study is to examine the extent to which business administration students are aware of the role of digital marketing in the growth of electronic commerce.

      Theoretical framework: Business administration students are asked to examine the role of digital marketing in the evolution of electronic commerce. The study examines the effect of gender, academic level, field training, and digital marketing experience on business administration students' understanding of digital marketing.

      Methodology: The research community consists of students in the College of Business     Administration at the undergraduate level. The sample was (230) male and female students (95) males and (135) females from the University of Tabuk. The study tool measured the awareness of business administration students about digital marketing and the development of electronic commerce.

      Findings: The results came all expressions were high, and the emergence of the most increased responses showed a significant challenge in the importance of students' awareness of digital marketing in the growth of electronic commerce.

      Research, Practical & Social implications: It is clear from the above that there are no statistically significant differences in the understanding of business administration students of the role of digital marketing in the growth of electronic commerce according to a variable (gender, courses in digital marketing and electronic commerce, experience in digital marketing).

      Originality/value: We understand that there are many studies that discussed the digital marketing but we believe that the value of this study lies in the novelty of focusing on the awareness of business administration students of this interesting topic.

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  • https://doi.org/10.26668/businessreview/2023.v8i1.1258