Digital platforms now define modern marketing
Across industries, social media has become one of the most influential marketing channels. Companies use platforms to promote products, interact with consumers, analyze customer behavior, and develop brand identity in real time.
In this environment, marketing success depends not only on creativity but also on the ability to adapt to constantly evolving technology. Students preparing for business careers must therefore understand digital tools, analytics, and platform trends. The Philippine study highlights how technological awareness helps bridge the gap between classroom theory and practical marketing skills.
How the study was conducted
The research used a descriptive correlational design to examine the relationship between technology adaptation awareness and readiness to apply social media marketing. The study took place at San Isidro College and involved 56 students enrolled in the Bachelor of Science in Business Administration program.
Participants were selected through random sampling to ensure balanced representation across academic years and specializations. Data were gathered using structured questionnaires measuring two key factors: students’ awareness of technology adaptation and their readiness to apply social media marketing in real business situations.
The researchers analyzed responses using descriptive statistics and correlation testing to determine whether awareness and readiness are connected.
Key findings from the research
The results show a consistent pattern linking technological awareness with marketing readiness:
- Students demonstrate very high awareness of digital platforms and technology adaptation in marketing contexts.
- Students report high readiness across technical, strategic, creative, and problem-solving aspects of social media marketing.
- A very strong positive relationship exists between technology awareness and marketing readiness.
- Students who better understand technology feel more confident applying social media strategies in real business environments.
The strength of this relationship indicates that awareness of digital tools does not remain theoretical but translates into practical marketing competence.
Why technology adaptation shapes marketing competence
The researchers from San Isidro College explain that technological awareness helps students understand platform functions, identify market trends, and select appropriate digital strategies. This understanding improves confidence, creativity, and decision-making ability.
Technology adaptation also supports professional readiness. Students familiar with digital tools are more capable of translating academic learning into actionable marketing plans, making them better prepared for modern workplaces dominated by online communication and data-driven strategies.
Implications for education and industry
The findings suggest that universities can strengthen graduate employability by integrating more digital marketing practice into curricula. Hands-on projects, business simulations, and real-platform campaigns may help students move beyond theory and develop practical expertise.
For businesses, the study indicates that graduates who understand technological adaptation are more likely to contribute effectively to digital marketing teams. Their readiness to use social media strategically can improve campaign performance, customer engagement, and brand visibility.
Academic insight from the authors
According to Kean Leamar A. Sul-aron and the San Isidro College research team, awareness of technology forms the foundation of effective digital marketing competence. Students who understand technological tools are more prepared to apply marketing strategies and respond to changes in digital business environments.
Author profiles
Kean Leamar A. Sul-aron is a researcher at San Isidro College in the Philippines focusing on digital marketing, technology adoption, and business education.
Marife M. Bayo, Devine Angel R. Coloma, Charles T. Mariquit, Chadnie D. Ampalaya, and Evan P. Taja-on are academics from San Isidro College whose work examines student readiness, marketing competencies, and digital transformation in business education.
Their research collectively explores how technological change influences the preparation of future business professionals.
0 Komentar