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Role of Marketing Agility Capability in Reactance and Student Engagement with New Industry Technologies

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Bibliographic Details
Title: Role of Marketing Agility Capability in Reactance and Student Engagement with New Industry Technologies
Language: English
Authors: Manisha Mathur, Michael Dugan
Source: Journal of Education for Business. 2025 100(3):116-130.
Availability: Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Peer Reviewed: Y
Page Count: 15
Publication Date: 2025
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Business Education, Technological Advancement, Marketing, Student Attitudes, Learner Engagement, Student Reaction, Experiential Learning, Industry, Digital Literacy, College Students, Mediation Theory, Personal Autonomy
DOI: 10.1080/08832323.2025.2478018
ISSN: 0883-2323
1940-3356
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.
Abstractor: As Provided
Entry Date: 2026
Accession Number: EJ1498128
Database: ERIC
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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.
ISSN:0883-2323
1940-3356
DOI:10.1080/08832323.2025.2478018