Digital marketing and the behavioral intention to use learning management systems

This study examines the impact of digital marketing strategies on the behavioral intention of university students to use learning management systems. This study integrates the Theory of Planned Behavior and the Technology Acceptance Model as its theoretical framework. A quantitative approach was adopted using a questionnaire administered to 230 university students, with a response rate of 92%. The data were analyzed using structural equation modeling (SEM) with AMOS software. The findings reveal significant positive relationships among content marketing, search engine optimization, and email marketing and their effect on behavioral intention to use LMSs. These findings highlight the significance of these marketing methods in enhancing students' behavioral intention to use LMSs. However, marketing campaigns showed a positive but non-significant association with behavioral intention. This suggests that such campaigns may lack strategic direction or fail to align with students' informational needs, thereby limiting their effectiveness. Accordingly, this study recommends developing more targeted marketing campaigns grounded in clear, evidence based strategies. The study further recommends that university marketing professionals prioritize search engine optimization, content marketing, and email marketing to strengthen students' behavioral intention to use LMSs.