How do the role of digital connectivity capabilities and heuristic thinking skills shape the development of digital marketing competency in Gen Z marketing students?

Abstract

This study aims to examine the impact of Digital Literacy (DL), Digital Connectivity Capability (DC), and Heuristic Thinking Skills (HTS) on Digital Marketing Competency (DMC) with the objective of understanding the factors influencing digital marketing competency among Generation Z marketing students in Thailand. The research employs a quantitative approach, collecting data from 384 participants through an online survey. Structural Equation Modeling (SEM) analysis reveals that DL and DC have both direct and indirect effects on DMC, with HTS serving as a crucial mediating variable. Additionally, DL demonstrates the strongest influence on DMC by enhancing problem-solving skills, while DC significantly contributes to effective digital connectivity and technology utilization. The findings underscore the pivotal roles of DL and DC as foundational factors for developing digital marketing competency, with HTS facilitating quick and effective decision-making in complex and dynamic contexts. These insights suggest that educational curricula and training programs in the digital era should integrate these three skills to prepare Generation Z students for the challenges of the digital labor market. This study holds value both academically and practically, providing recommendations for enhancing students' potential and fostering strategic capabilities in today's highly competitive market.