The role of social marketing in promoting positive educational behaviors is distinctly remarkable (Zhang et al., 2024). The commercial principles and strategies that social media marketing applies typically introduced exceptional changes, which target the students’ habits and boost learning, leading to better grades.
As recent surveys indicated, colleges’ dropout rates globally reached 39%, while the academic procrastination averaged 80%. This warns the educators and curricula developers that students worldwide became stranded, at stake. Reliable figures showed that students daily spend around 4.8 hours, surfing social media websites, and only 1-2 hours, performing academic-related tasks.
The figures also demonstrated that 70% of students constantly check Instagram in order to watch visual tips, 60% scroll TikTok, while 40% post X Real-time updates. This caused common troubles, including skipping classes at least one per week, ignoring using the library services, and reducing the group involvement levels. This certainly highlights the vital importance of raising awareness among universities’ students so that they can utilize the digital applications to achieve success.
Table of Contents
- An Introduction
- Literature Review
- Initial Theme: Social Marketing and Educational Behavior
- Succeeding Theme: The Role of Social Media in Shaping Educational Awareness
- Subsequent Theme: Comparative and Regional Insights in the Arab Region Context
- Closing Theme: Theoretical Frameworks Supporting Educational Behavior Change
- THEORY OF PLANNED BEHAVIOR (TPB)
- DIFFUSION OF INNOVATION (DOI)
- TECHNOLOGY ACCEPTANCE MODEL (TAM)
- Research Contribution
- Theoretical Contributions
- Practical Contributions
- References Cited
Objective & Thematic Focus
This research paper aims to comprehensively assess the role of social marketing in fostering positive educational behaviors among university students in the Arab region, specifically by integrating the Theory of Planned Behavior (TPB), Diffusion of Innovations (DOI), and Technology Acceptance Model (TAM) to understand its impact.
- Exploring social marketing's influence on positive educational behaviors.
- Analyzing the impact of social media on student engagement and decision-making.
- Integrating key behavioral change theories: TPB, DOI, and TAM.
- Examining social marketing strategies within the specific cultural and regional context of Arab universities.
- Addressing academic procrastination, dropout rates, and the promotion of academic integrity.
- Developing tailored digital content and communication approaches for higher education.
Excerpt from the Book
An Introduction
The role of social marketing in promoting positive educational behaviors is distinctly remarkable (Zhang et al., 2024). The commercial principles and strategies that social media marketing applies typically introduced exceptional changes, which target the students' habits and boost learning, leading to better grades (Tariq, 2024).
As recent surveys indicated, colleges' dropout rates globally reached 39%, while the academic procrastination averaged 80% (Hanson, 2024). This warns the educators and curricula developers that students worldwide became stranded, at stake. Reliable figures showed that students daily spend around 4.8 hours, surfing social media websites, and only 1-2 hours, performing academic-related tasks ((Vogels et al., 2023).
The figures also demonstrated that 70% of students constantly check Instagram in order to watch visual tips, 60% scroll TikTok, while 40% post X Real-time updates. This caused common troubles, including skipping classes at least one per week, ignoring using the library services, and reducing the group involvement levels. This certainly highlights the vital importance of raising awareness among universities' students so that they can utilize the digital applications to achieve success (Lan & Tung, 2024).
In order to facilitate reaching such an important target, universities should cultivate the positive educational behaviors through the innovative strategies, which social media marketing provides to influence and inspire students to perform constructive and ethically sound acts (Abdulaziz-al-Humaidan, 2025).
This emphasizes that social marketing's core objective is the societal benefit, and consequently, it involves an entirely diversified range of tools that all promote the academic integrity, highly-reasonable digital use, class attendance, session participation, and lifelong learning (Tran et al., 2025). Such worthy actions are easily attained through targeted campaigns, persuasive communication, and community engagement (Al-Hail et al., 2024).
To clarify, targeted campaigns underscore the significance of academic honesty and responsible social media usage, persuasive communication develop the students' attitudes and adjust practices, by narrating stories and producing social proof, while community engagement encourages students to recognize the value of self-discipline, which definitely enhances the general experiences and bridges the gap between knowledge and practice, turning awareness into tangible conducts (Mahoney & Tang, 2024). This naturally supports both learning performance and social cohesion.
In parallel, consistently communicating messages that emphasize respect and perseverance encourage the positive behaviors and nurtures an amicable sense of deep connection and personal accountability (Shah et al., 2025). This naturally motivates the universities' students to embrace behaviors aligned with the institutional goals and communal expectations (Paiman & Fauzi, 2024).
Summary of Chapters
An Introduction: This chapter introduces the significance of social marketing in promoting positive educational behaviors among university students, highlighting global issues like high dropout rates and academic procrastination, and underscoring the necessity for innovative digital strategies.
Literature Review: This section reviews existing research on social marketing's impact on educational behavior, identifies critical gaps in current Western-centric and cross-sectional studies, and proposes a comprehensive framework that integrates the Theory of Planned Behavior (TPB), Diffusion of Innovations (DOI), and Technology Acceptance Model (TAM) for the Arab context.
Initial Theme: Social Marketing and Educational Behavior: This theme discusses how social marketing, particularly through social media platforms, influences student choices and engagement in higher education, drawing on various university examples and behavioral change theories.
Succeeding Theme: The Role of Social Media in Shaping Educational Awareness: This theme explores the mechanisms of social influence and strategic media campaigns in promoting educational awareness among Arab university students, highlighting the impact of peer validation and multimedia content.
Subsequent Theme: Comparative and Regional Insights in the Arab Region Context: This theme compares social media marketing practices in Arab universities with global trends, emphasizing region-specific insights, cultural relevance, and the increasing prioritization of digital marketing investments.
Closing Theme: Theoretical Frameworks Supporting Educational Behavior Change: This theme provides an in-depth examination of the Theory of Planned Behavior (TPB), Diffusion of Innovation (DOI), and Technology Acceptance Model (TAM) as prominent frameworks for understanding and influencing student behavior change in educational settings.
Research Contribution: This chapter outlines the study's significant theoretical contributions, such as proposing a new framework for understanding social media's role in Arab universities, and practical contributions, offering guidance for university administrators and policymakers on developing effective social media marketing strategies.
Keywords
Social Marketing, Educational Behavior, University Students, Social Media, Behavioral Change, Theory of Planned Behavior (TPB), Diffusion of Innovations (DOI), Technology Acceptance Model (TAM), Arab Region, Academic Integrity, Digital Marketing, Educational Awareness, Student Engagement, Higher Education, Cultural Relevance.
Frequently Asked Questions
What is this work fundamentally about?
This work fundamentally explores the influential role of social marketing strategies, particularly through social media, in shaping and promoting positive educational behaviors among university students, with a specific focus on the Arab region.
What are the central thematic fields?
The central thematic fields include the impact of social media on student engagement, the application of behavioral change theories (TPB, DOI, TAM) in education, cultural and regional considerations in digital marketing, and the promotion of academic integrity and lifelong learning.
What is the primary objective or research question?
The primary objective is to assess the role of social marketing in positively promoting educational behaviors among university students in the Arab region, specifically by exploring the impact of social marketing strategies and emphasizing the mediating role of social awareness.
Which scientific method is used?
The paper synthesizes existing theoretical frameworks (TPB, DOI, TAM) to develop a comprehensive understanding of behavioral change in the context of social marketing in higher education. It also critiques limitations of prior research, implying a call for more rigorous, contextually sensitive, and potentially empirical (qualitative) approaches tailored to the Arab region.
What is covered in the main part?
The main part, primarily the "Literature Review," covers various themes such as social marketing's influence on educational behavior, the role of social media in shaping educational awareness, comparative regional insights from Arab countries, and an in-depth discussion of theoretical frameworks like TPB, DOI, and TAM that support educational behavior change.
Which keywords characterize the work?
Key characteristics are social marketing, educational behavior, university students, social media, behavioral change, TPB, DOI, TAM, Arab region, academic integrity, and educational awareness.
How do Arab universities adapt social media marketing campaigns to local cultural norms?
Arab universities prioritize culturally sensitive content and community-based approaches, aligning advertising strategies with societal beliefs and local factors like internet infrastructure and government policies to ensure resonance and effectiveness with students.
What are the identified gaps in the existing literature regarding social marketing in higher education?
The existing literature often contains deficient data serving only the Western academic sphere, utilizes weak instruments for tracking results, lacks longitudinal and quasi-experimental designs, and pays limited attention to strategies for modifying specific educational behaviors and cultural relevance in the Arab world.
What is the "recommended path" for universities to integrate the three behavioral theories (TAM, DOI, TPB)?
Universities are recommended to use TAM for tailoring technology interfaces, apply DOI to facilitate organizational and social diffusion, and leverage TPB to craft motivational messages that address attitudes and norms, thereby achieving comprehensive educational interventions.
- Arbeit zitieren
- Anonymous (Autor:in), 2025, The role of Social Marketing in promoting Positive Educational Behaviors, München, GRIN Verlag, https://www.grin.com/document/1684134
