Role of marketing agility capability in reactance and student engagement with new industry technologies

In the rapidly changing business landscape, technological advancements position marketing technologies as pivotal components of successful businesses. However, notable evidence of student reactance exists that affects students' engagement and diminishes their competitiveness in the professional arena. This study examines student reactance and highlights the role of marketing agility capabilities in enhancing student engagement. The results obtained through PLS-SEM indicate the mediating effect of reactance on student engagement and reveal the vital role of marketing agility capabilities in mitigating the negative effects on student engagement. This study contributes valuable insights into the complex dynamics of student reactions to marketing technology in educational contexts, underscoring digital fluency and marketing agility.