EXAMINING THE INFLUENCE OF DIGITAL MARKETING COMPETENCE ON SUSCEPTIBILITY

Year 2025, Volume: 12 Issue: 1, 1 - 14, 30.07.2025

Burak Demir , Mustafa Dagkus

Abstract

Purpose- This research on the influence of digital marketing competence on susceptibility to persuasion among university students in Northern Cyprus is of paramount importance. It not only fills a gap in the current understanding of digital marketing's impact on young adults but also contributes to the broader discourse on digital literacy, consumer behavior, and marketing effectiveness in the digital age.
Methodology- The research employs a quantitative approach, using a significant sample size of 420 university students. Data analysis was conducted using SPSS software, ensuring precise handling of complex data sets and robust statistical analysis. The methodology encompasses a structured approach utilizing quantitative research methods. Quantitative research is characterized by the process of collecting and analysing numerical data, which is instrumental in finding patterns, testing causal relationships, and generalizing results to broader populations A key aspect of quantitative research involves operational definitions that translate abstract concepts into observable and quantifiable measures. This is particularly relevant in a study like this, where abstract concepts such as 'digital marketing competence' and 'susceptibility to persuasion' need to be clearly defined and measured. The collection of quantitative data often involves tools like surveys and questionnaires, as in this study, where an online questionnaire with closed-ended questions was used.
Once data is collected, it requires processing before analysis. This can involve transforming survey data from words to numbers, followed by statistical analysis to answer research questions, In this context, the online questionnaire would have been designed to ensure that the data collected is suitable for the chosen statistical methods, aligning with the research objectives of examining the influence of digital marketing competence on university students in Northern Cyprus
Findings- Findings reveal a strong correlation between digital marketing literacy and students' attitudes and behaviors. Higher digital marketing literacy correlates with greater susceptibility to various marketing tactics, indicating a profound impact of digital competence on students' decision-making processes.
Conclusion- This research provides a comprehensive understanding of the role of digital marketing literacy in shaping university students' responses to digital marketing. It calls for a collaborative effort among educators, policymakers, and marketers to foster an environment where digital literacy is prioritized, thereby empowering students to navigate the digital world more effectively and ethically. The study's findings lay a foundation for future research in this area, inviting further exploration into the nuanced ways digital marketing literacy can influence consumer behavior in the digital age.

Keywords

Digital marketing literacy , university students , persuasion susceptibility , Northern Cyprus , marketing tactics

References

• Aspers, P., & Corte, U. (2019). What is qualitative in qualitative research. Qualitative Sociology, 42, 139-160.
• Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351-370.
• Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Academic press.
• Danju, İ., Demir, B., Çağlar, B. B., Özçelik, C. D., Coruhlu, E. K., & Özturan, S. (2020). Comparative content analysis of studies on new approaches in education. Laplage em Revista, 6, 128-142.
• Fan, W., & Yan, Z. (2010). Factors affecting response rates of the web survey: A systematic review. Computers in Human Behavior, 26(2), 132-139.
• Field, A. (2013). Discovering statistics using IBM SPSS statistics. Sage.
• George, D., & Mallery, P. (2019). IBM SPSS statistics 26 step by step: A simple guide and reference. Routledge.
• Hobbs, R. (2011). Digital and Media Literacy: Connecting Culture and Classroom. Corwin Press.
• Little, R. J. A., & Rubin, D. B. (1987). Multiple imputation for nonresponse in surveys. John Wiley & Sons, Inc.. doi, 10, 9780470316696.
• Livingstone, S. (2004). Media literacy and the challenge of new information and communication technologies. The Communication Review, 7(1), 3-14.
• McCombes, S. (2023, June 22). Descriptive Research | Definition, Types, Methods & Examples. Scribbr. Retrieved November 28, 2023, from https://www.scribbr.com/methodology/descriptive-research/
• Miller, G. R., & Burgoon, M. (1978). Persuasion research: Review and commentary. Annals of the International Communication Association, 2(1), 29-47.
• Nacak, A., Bağlama, B., & Demir, B. (2020). Teacher candidate views on the use of youtube for educational purposes. Online Journal of Communication and Media Technologies, 10(2), e202003.
• Petty, R. E., Cacioppo, J. T., & Kasmer, J. A. (2015). The role of affect in the elaboration likelihood model of persuasion. In Communication, social cognition, and affect (PLE: Emotion) (pp. 117-146). Psychology Press.
• Potter, W. J. (2010). The state of media literacy: A response to Potter. Journal of Broadcasting & Electronic Media, 54(4), 675-696.
• QuestionPro. (2023). Quantitative Market Research: The Complete Guide. Retrieved November 28, 2023, from https://www.questionpro.com/blog/quantitative-market-research/
• Schafer, J. L., & Graham, J. W. (2002). Missing data: Our view of the state of the art. Psychological Methods, 7(2), 147-177.
• Sundar, S. S. (2008). The MAIN Model: A heuristic approach to understanding technology effects on credibility. In M. Metzger & A. Flanagin (Eds.), Digital Media, Youth, and Credibility (pp. 72-100). The MIT Press.
• Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics. Pearson Education.
• Wright, K. B. (2005). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer-Mediated Communication, 10(3), JCMC1034.