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:	eng eng
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
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id	my-uum-etd.10675
record_format	uketd_dc
spelling	my-uum-etd.106752023-10-16T06:05:57Z Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers 2023 Mohd Azhan, Jumaat School of Business Management School of Business Management 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 https://etd.uum.edu.my/10675/ https://etd.uum.edu.my/10675/1/grant%20the%20permission_s827964.pdf text eng staffonly https://etd.uum.edu.my/10675/2/s827964_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
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
qualification_name	other
qualification_level	Master's degree
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
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
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
_version_	1783729400708071424

Factors influencing the adoption of digital marketing among the national higher education fund (PTPTN) executive marketing officers

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