Adoption of contemporary digital marketing from the point of view of students of the Faculty of Economic, Commercial and Management Sciences University of 20 August 1955 Skikda (Algeria)

Abstract

In the recent period, the world has witnessed various developments that have affected all fields and levels, as countries found themselves facing an obstacle that hinders their development and growth, which is digital development and digital trade. On the other hand, countries are seeking to develop their methods and policies directed towards achieving digital transformation within the requirements of activating e-commerce. One of the concepts associated with e-commerce is the concept of digital marketing, as this trend is one of the contemporary trends that has gained great acceptance among the youth group, due to the income it generates. However, the spread of this concept is still limited in terms of application in developing countries that do not have the technological and basic requirements for it. For this purpose, this research paper was prepared in order to shed light on the policies and strategies for achieving digital marketing and the extent of the orientation and willingness of university students to adopt this modern approach. A questionnaire was distributed to a sample of students from the Faculty of Economic, Commercial and Management Sciences at the University of August 20, 1955, Skikda - Algeria - in the applied aspect. Within the framework of analyzing and addressing the problem of the research paper, we used the descriptive analytical approach, in order to analyze and derive the desired results, and provide a quantity of detailed data on the subject of the study. In our study, we found that there is a moderate level of students’ orientation towards achieving and adopting contemporary digital marketing, and their interest in existing projects on the ground.