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@article{186199,
        author = {Sujatha K},
        title = {Adoption of Digital Marketing Tools by Rural Students in Karnataka: Challenges and Opportunities},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {4},
        number = {6},
        pages = {472-476},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186199},
        abstract = {Background: The digital transformation of India's economy has made digital marketing skills a key asset for employability and entrepreneurship. However, the digital divide is most pronounced in rural areas, where access often does not equate to strategic adoption.
Objective: This study quantitatively assesses the level of adoption, identifies key challenges, and explores the relationships between these challenges and the adoption intention of digital marketing tools among students in rural Karnataka.
Methods: A cross-sectional survey was conducted with 305 students from Government First Grade Colleges in Holenarsipura Taluk, selected via stratified random sampling. Data was collected using a structured questionnaire measuring tool familiarity, challenges (Infrastructural, Skills Deficit, Conceptual Gap, Lack of Support), and adoption intention. Data was analyzed using descriptive statistics, t-tests, ANOVA, and Pearson's correlation in SPSS.
Results: Findings revealed near-universal smartphone access (98%) but low strategic adoption of professional tools. Challenges were high, with Infrastructural Challenges (M=4.32, SD=0.65) and Skills Deficit (M=4.18, SD=0.72) being the most severe. A significant negative correlation was found between Skills Deficit and Adoption Intention (r = -0.452, p < .001). Commerce students reported significantly lower Skills Deficit than Arts and Science students (p = .006).
Conclusion: A significant gap exists between the possession of digital devices and the strategic use of digital marketing tools among rural students. Empowering this demographic requires targeted educational interventions that address the high cost of data, integrate practical digital skills training into the curriculum, and shift the perception of digital platforms from entertainment to entrepreneurial tools.},
        keywords = {Digital Marketing, Rural Students, Digital Divide, Skills Deficit, Quantitative Study, Karnataka, TAM.},
        month = {October},
        }