The Role of Technology Adaptation in Social Media Marketing: A Study on the Perceptions of BSBA Students at San Isidro College
DOI:
https://doi.org/10.55927/ajabm.v5i1.10Keywords:
Technology Adaptation, Social Media Marketing, BSBA Students, Digital Marketing, Marketing TrendsAbstract
In today’s digital landscape, the ability to adapt to technology plays a vital role in shaping how future business professionals engage with social media as a marketing tool. Understanding this adaptation sheds light on how prepared students are to transform their knowledge into practical strategies for real-world business environments. The research employed a survey-based approach, supported by a descriptive design, ensuring that student responses were systematically collected and provided a reliable depiction of how students perceive and adapt to technology in the context of social media marketing. The findings reveal that students who are well aware of technology adaptation also demonstrate a strong readiness to apply social media marketing in real business contexts. This connection shows that understanding digital tools plays an important role in building confidence and practical competence in marketing activities.
References
Al Husseiny, F., & Youness, H. (2023). Exploring the role of social media marketing in students’ decision to select universities in Lebanon: a proposed emerging framework. QScience Connect, 2023(1), 4. https://doi.org/10.5339/connect.2023.spt.4
Bartoloni, S., & Ancillai, C. (2024). Twenty years of social media marketing: A systematic review, integrative framework, and future research agenda. International Journal of Management Reviews, 26(3), 435-457. https://doi.org/10.1111/ijmr.12360
Biclesanu, I., Savastano, M., Chinie, C., & Anagnoste, S. (2023). The role of business students’ entrepreneurial intention and technology preparedness in the digital age. Administrative Sciences, 13(8), 177. https://doi.org/10.3390/admsci13080177
Bloomfield, J., & Fisher, M. J. (2019). Quantitative research design. Journal of the Australasian Rehabilitation Nurses Association, 22(2), 27-30. https://doi.org/10.3316/informit.738299924514584
Cabasag, R. C. (2025). Assessing the Adequacy of Marketing Skills Development Among BSBA Graduating Students: A Case Study. United International Journal for Research & Technology, 6(5), 160-170.
Canlas, I. P., & Perez, M. G. (2024). Undergraduate Students’ Perception of Social Media Use: Opportunities and Threats. Bulletin of Science, Technology & Society, 44(1-2), 44-56. https://doi.org/10.1177/02704676241242686
Chuang, L. M., & Liu, H. H. (2024). An Exploration of Key Success Factors for Enterprises Implementing Online Education Training Based on the Unified Theory of Acceptance and Use of Technology. Advances in Management and Applied Economics, 14(2), 1-12. https://doi.org/10.47260/amae/1421
Dag-um, I. J. P., Amparado, J. R., Diva, J. D. D., Llagas, I. A. M., Unsay, J. R. L., Sarimos, K. M. G., ... & Sumayang, J. P. (2025). Mapping Student Researches as Foundation for Development Programs: A Systematic Review of Student-Led Publications of the School of Education. Formosa Journal of Applied Sciences, 4(10), 2361-3280. https://doi.org/10.55927/fjas.v4i10.264
Jazuli, J., Lestari, A. D. S., Sudarmiatin, S., & Firmansyah, R. (2024). Implementation of digital marketing literacy in entrepreneurship learning to improve online business readiness. International Journal of Economics and Management Research, 3(1), 86-102. https://doi.org/10.55606/ijemr.v3i1.160
Khanom, M. T. (2023). Using social media marketing in the digital era: A necessity or a choice. International Journal of Research in Business and Social Science, 12(3), 88-98. http://doi.org/10.20525/ijrbs.v12i3.2507
Lin, H. C., Han, X., Lyu, T., Ho, W. H., Xu, Y., Hsieh, T. C., ... & Zhang, L. (2020). Task-technology fit analysis of social media use for marketing in the tourism and hospitality industry: a systematic literature review. International Journal of Contemporary Hospitality Management, 32(8), 2677-2715. https://doi.org/10.1108/IJCHM-12-2019-1031
Martincevic, I., & Kozina, G. (2018). The impact of new technology adaptation in business. In: 36th International Scientific Conference on Economic and Social Development: Book of Proceedings, 842-848.
Martino, L., Luengo, D., & Míguez, J. (2018). Independent random sampling methods (Vol. 340). Berlin: springer.
Rohmah, L., Handayati, P., & Wardana, L. W. (2023). Determining online business readiness among vocational school students throughout Banyuwangi. Journal of Educational Analytics, 2(4), 453-474. https://doi.org/10.55927/jeda.v2i4.6933
Su, Y., & Li, M. (2021). Applying technology acceptance model in online entrepreneurship education for new entrepreneurs. Frontiers in Psychology, 12, 713239. https://doi.org/10.3389/fpsyg.2021.713239
Wong, L. W., Tan, G. W. H., Hew, J. J., Ooi, K. B., & Leong, L. Y. (2022). Mobile social media marketing: a new marketing channel among digital natives in higher education? Journal of Marketing for Higher Education, 32(1), 113-137. https://doi.org/10.1080/08841241.2020.1834486
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Kean Leamar A Sul-aron, Marife M Bayo, Devine Angel R Coloma, Charles T Mariquit, Chadnie D Ampalaya, Evan P Taja-on
This work is licensed under a Creative Commons Attribution 4.0 International License.
