Thesis Topic The Effect Of Digital Self-Efficacy On Job’s Engagement In Marketing In HCMC

Abstract

The purpose of this study is to clarify the effects of the self-digital efficacy on work engagement in marketing in Ho Chi Minh city, Vietnam. Even though many previous empirical and conceptual research have mentioned the self-digital efficacy and work engagement, there exists very little literature mainly focused on the relationship between them. Furthermore, the concept of self-digital efficacy is also a new concept to many people. Thus, to fill this gap in the literature as well as define what is self digital efficacy and to discover the practical implications of how this factor affects the work engagement in marketing, this study proposed a conceptual framework that has the potential to become a foundation for future studies aiming to explore the interaction between those concepts. To accomplish this, the study employed a quantitative research approach and used questionnaires to collect data through Google Forms. Through the snowball technique, …. valid cases were retrieved from the target sample group of the marketers in Ho Chi Minh city. This data was later analyzed via the PLS SEM method to validate the hypotheses proposed by the author. In the end, the research findings indicate a positive correlation between self-digital efficacy and job’s engagement in marketing.