DEVELOPMENT OF COMPONENTS AND BEHAVIORAL INDICATORS OF DIGITAL CONTENT MARKETERS’ CHARACTERISTICS WITH CONTENT FOR ASSOCIATE DEGREE STUDENTS
Keywords:
Digital Content Marketers, Attributes of Digital Content Marketers, Associate Degree StudentsAbstract
This research aimed: 1) to develop the characteristics of digital content marketers for associate degree students; and 2) validate these characteristics. A mixed-methods approach was employed, involving document and literature analysis related to digital content marketing, design thinking, constructivism, and creativity theory, as well as in-depth interviews with experts in the field. The findings from both the literature and expert interviews were synthesized to identify the key characteristics, components, and observable behaviors of digital content marketers, which were then assessed using the Index of Item Objective Congruence (IOC).
The study found that the characteristics of digital content marketers for associate degree students reflected behaviors that demonstrated an understanding of the digital content marketing process, consumer behavior trends, tool and platform selection, creative content development, and effective use of content for marketing; 2) These characteristics consisted of three components: Component 1: Staying current with marketing trends, Component 2: Designing with digital tools, and Component 3: Communicating content creatively.
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