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Role of marketing agility capability in reactance and student engagement with new industry technologies.

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Title: Role of marketing agility capability in reactance and student engagement with new industry technologies.
Authors: Mathur, Manisha1 (AUTHOR) mmathur@augusta.edu, Dugan, Michael1 (AUTHOR)
Source: Journal of Education for Business. Apr2025, Vol. 100 Issue 3, p116-130. 15p.
Subject Terms: *Student engagement, Technological innovations, Digital technology, Marketing, Landscape changes
Abstract: In the rapidly changing business landscape, technological advancements position marketing technologies as pivotal components of successful businesses. However, notable evidence of student reactance exists that affects students' engagement and diminishes their competitiveness in the professional arena. This study examines student reactance and highlights the role of marketing agility capabilities in enhancing student engagement. The results obtained through PLS-SEM indicate the mediating effect of reactance on student engagement and reveal the vital role of marketing agility capabilities in mitigating the negative effects on student engagement. This study contributes valuable insights into the complex dynamics of student reactions to marketing technology in educational contexts, underscoring digital fluency and marketing agility. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Education for Business is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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PubType: Academic Journal
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  Data: Role of marketing agility capability in reactance and student engagement with new industry technologies.
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  Data: <searchLink fieldCode="AR" term="%22Mathur%2C+Manisha%22">Mathur, Manisha</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> mmathur@augusta.edu</i><br /><searchLink fieldCode="AR" term="%22Dugan%2C+Michael%22">Dugan, Michael</searchLink><relatesTo>1</relatesTo> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Education+for+Business%22">Journal of Education for Business</searchLink>. Apr2025, Vol. 100 Issue 3, p116-130. 15p.
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  Data: *<searchLink fieldCode="DE" term="%22Student+engagement%22">Student engagement</searchLink><br /><searchLink fieldCode="DE" term="%22Technological+innovations%22">Technological innovations</searchLink><br /><searchLink fieldCode="DE" term="%22Digital+technology%22">Digital technology</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Landscape+changes%22">Landscape changes</searchLink>
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  Label: Abstract
  Group: Ab
  Data: In the rapidly changing business landscape, technological advancements position marketing technologies as pivotal components of successful businesses. However, notable evidence of student reactance exists that affects students' engagement and diminishes their competitiveness in the professional arena. This study examines student reactance and highlights the role of marketing agility capabilities in enhancing student engagement. The results obtained through PLS-SEM indicate the mediating effect of reactance on student engagement and reveal the vital role of marketing agility capabilities in mitigating the negative effects on student engagement. This study contributes valuable insights into the complex dynamics of student reactions to marketing technology in educational contexts, underscoring digital fluency and marketing agility. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Education for Business is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/08832323.2025.2478018
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        Text: English
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      – SubjectFull: Technological innovations
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      – SubjectFull: Digital technology
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      – SubjectFull: Marketing
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      – SubjectFull: Landscape changes
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      – TitleFull: Role of marketing agility capability in reactance and student engagement with new industry technologies.
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              Text: Apr2025
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