Impact of Digital Marketing on Consumer Behavior towards Edtech Startups

Abstract

The rapid growth of digital technology has led to significant transformations in the education industry, with the emergence of edtech startups at the forefront of this revolution. This research paper aimed at investigating the relationship between digital marketing and consumer behavior towards edtech startups and examining the extent to which digital marketing strategies shapes consumer perceptions, attitudes, and actions. The research addressed the following objectives: (1) to examine the extent of consumer awareness and perception of edtech startups, including their offerings, features, channels adopted, and benefits as influenced by digital marketing strategies, (2) to identify and analyze the relationship between various factors influencing the consumers to engage with edtech startups, and (3) to assess the impact of digital marketing on consumer behavior and engagement with edtech startups, including the relationship between the level of satisfaction, trust and recommendation. Statistical analysis techniques, including correlation analysis and content analysis were used to explore the relationships between factors, exposure to digital marketing and various dimensions of consumer behavior such as awareness, attitudes, engagement, trust, and satisfaction.