Empowering instructors through HRM practices to implement digital marketing strategies for promoting student engagement in university physical activities
DOI:
https://doi.org/10.47197/retos.v82.118091Keywords:
Human resource management, digital marketing strategies, university physical activity, instructor empowerment, student engagement, structural equation modAbstract
Introduction: Promoting student engagement in physical activities is a cornerstone of holistic education in higher education. While digital marketing serves as a key tool for this purpose, a significant research gap exists regarding the synergistic relationship between Human Resource Management (HRM) practices, instructor-led digital marketing, and student engagement, particularly within the Iranian context. This study, focusing on Islamic Azad University in Tehran, examines these mechanisms and positions HRM not merely as an internal function but as a critical driver of institutional success in fostering a vibrant and engaged campus community.
Objective: The objective of this study is to bridge the existing research gap by investigating how strategic HRM practices enhance the implementation of effective digital marketing strategies. These strategies, in turn, serve as a powerful predictor of student engagement, with digital marketing playing a key mediating role that elucidates the primary mechanism through which HRM influences student outcomes, alongside a direct positive effect from HRM.
Methodology: This quantitative, cross-sectional study was conducted in 2025 with a sample of 265 instructors and students at Islamic Azad University in Tehran. Data were analyzed using Structural Equation Modeling (SEM). Control variables included previous sports activities, gender, and field of study, all of which showed a positive relationship with students' participation in physical activities.
Results: The findings revealed that strategic HRM practices significantly enhance the implementation of effective digital marketing strategies. These strategies were a strong predictor of student engagement, with digital marketing serving as a significant mediator in explaining the primary mechanism by which HRM impacts student outcomes, in addition to a direct positive effect from HRM. Control variables—previous sports activities, gender, and field of study—also demonstrated a positive relationship with student participation.
Conclusions: Empowering instructors through strategic HRM extends beyond an internal function and serves as a vital driver of institutional success, providing the essential foundation for digital marketing excellence. This approach fosters a more vibrant and engaged campus community, emphasizing that investment in HRM can directly and indirectly enhance student participation in physical activities.
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