Title: Digital marketing techniques for school promotion

Authors: Ronald R. Fernandez; Chin Uy

Addresses: Research Center for Social Sciences and Education University of Santo Tomas, España Blvd., Sampaloc, Manila, 1008, Philippines; College of Commerce and Business Administration, University of Santo Tomas, España Blvd., Sampaloc, Manila, 1008, Philippines ' Research Center for Social Sciences and Education University of Santo Tomas, España Blvd., Sampaloc, Manila, 1008, Philippines; The Graduate School, University of Santo Tomas, España Blvd., Sampaloc, Manila, 1008, Philippines

Abstract: Companies use marketing to connect with customers at the right time and place. Similarly, academic institutions utilise rich website-based content to increase awareness, promoting the institution in a competitive market. The study, anchored on the ISO 9126 framework, married the quality standard for evaluating software and digital marketing techniques. Descriptive statistics were applied to describe the profile and responses of the 7,583 respondents. Cronbach's alpha reliability coefficients, factor loadings, and the item's indicator weights determined the significant contributions in measuring latent variables. The relationships of the variables were determined using the structural equation model. The study revealed that functionality, usability, efficiency, reliability, and portability significantly positively affect the quality of an academic website and that website quality will lead to the promotion of the institution. Several digital marketing techniques were also recommended for the institution's digital promotion.

Keywords: marketing; promotion; digital marketing; ISO 9126; website quality; technology.

DOI: 10.1504/IJTMKT.2023.132198

International Journal of Technology Marketing, 2023 Vol.17 No.3, pp.239 - 255

Received: 22 Oct 2021
Accepted: 07 Oct 2022
Published online: 12 Jul 2023 *

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