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Published on: June 10, 2021
Digital marketing and the behavioral intention to use learning management systems
Khaled Alshaketheep1, Hind Al-Ahmed2, Suhaib Bani Kinana3
1Department of Marketing, Business School, The Hashemite University, Zarqa, Jordan.
Acta Psychologica
|May 7, 2026
Summary
Digital marketing, including content marketing, SEO, and email marketing, significantly boosts university students' intention to use learning management systems (LMSs). Targeted strategies are key for effective adoption.
Area of Science:
- Educational Technology
- Digital Marketing
- Behavioral Science
Background:
- University students' adoption of learning management systems (LMSs) is crucial for modern education.
- Understanding the influence of digital marketing on student engagement with educational technology is essential.
Purpose of the Study:
- To investigate the impact of specific digital marketing strategies on university students' behavioral intention to use LMSs.
- To integrate the Theory of Planned Behavior and the Technology Acceptance Model to explain adoption factors.
Main Methods:
- Quantitative research design utilizing a questionnaire survey.
- Data collected from 230 university students with a 92% response rate.
- Structural Equation Modeling (SEM) analysis performed using AMOS software.
Main Results:
- Content marketing, search engine optimization (SEO), and email marketing showed significant positive effects on behavioral intention to use LMSs.
- General marketing campaigns had a positive but non-significant impact, suggesting a need for strategic refinement.
- The findings underscore the importance of tailored digital marketing for enhancing LMS adoption.
Conclusions:
- Prioritizing SEO, content marketing, and email marketing can effectively increase students' willingness to use LMSs.
- University marketing professionals should develop evidence-based, targeted campaigns aligned with student needs.
- Strategic digital marketing is vital for maximizing the utilization of educational technology platforms.
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