The Impact of Digital Marketing on Students’ Intention to Engage in Lashkar Gah City, Helmand Province

Authors

  • Asadullah Andyal Department of Business Administration, Faculty of Economics, Helmand University, Helmand, Afghanistan
  • Asmatullah Qani Department of Business Administration, Faculty of Economics, Helmand University, Afghanistan
  • Hekmatullah Khadim Department of Finance and Banking, Faculty of Economics, Helmand University, Helmand, Afghanistan
  • Shafiullah Afghan Department of Business Administration, Faculty of Economics, Helmand University, Afghanistan
  • Saddam Hussain Department of Business Administration, Faculty of Economics, Helmand University, Afghanistan

Keywords:

Digital Marketing, Digital Advertising, Enrollment Intention, Private Universities, Lashkar Gah City.

Abstract

This study aims to examine the effect of digital advertising by private universities in Lashkargah City, Helmand Province, on students' enrollment intention. The theoretical foundation of the study is Ducoffe's Advertising Value Model. A quantitative approach and a cross-sectional design were used for data collection. Data were gathered from 400 students in grades 11 and 12 from public and private schools in Lashkargah City, using a structured questionnaire and convenience sampling. For data analysis, SPSS, Smart PLS, and AMOS software were employed, and confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied accordingly. The findings revealed that digital advertisements by private universities have a positive and significant effect on students' enrollment intention. The limitations of this study include its cross-sectional design, its focus solely on the effect of digital advertisements, and its restricted geographic scope.

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Published

2026-09-26

Issue

Vol. 3 No. 1 (1405): Leed Social Science Academic Journal

Section

Articles