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

Abstract

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.