Digital Marketing and Competitive Advantage in Malaysian Education Agencies: Unveiling the Mediating Effects of Generation Z Interaction and Business Resilience

Abstract

In the evolving educational sector of Malaysia, digital marketing has emerged as a pivotal tool in enhancing competitive advantage. This research aims to explore the role of digital marketing in shaping the competitive edge of Malaysian educational agencies, focusing on the mediating effects of Generation Z’s engagement and business resilience. The study adopts a quantitative research methodology, employing a survey to gather data on digital marketing strategies (social media marketing, video marketing, viral marketing, and AI applications), Generation Z’s Interactions, Business Resilience, and Competitive Advantage. Findings reveal that digital marketing not only directly influences competitive advantage but also mediates its effect through Generation Z interactions and organizational resilience. Specifically, digital marketing enhances business resilience, allowing agencies to adapt to market disruptions, while also fostering deeper connections with Generation Z, thus strengthening their competitive positioning. The study concludes that digital marketing is an essential component for the sustained success of educational agencies, particularly in navigating challenges posed by market shifts and generational preferences. Recommendations include the integration of advanced digital marketing techniques tailored to Generation Z, alongside strengthening digital resilience capabilities, to ensure long-term competitiveness in the Malaysian educational agencies sector.