Innovative digital marketing for promoting SDG 2030 knowledge in Jordanian universities in the Middle East

Abstract

Abstract This study investigate the efficacy of innovative digital marketing strategies in fostering awareness and understanding of the Sustainable Development Goals (SDG) 2030 within Jordanian universities, situated in the evolving landscape of the Middle East's digital transformation. Through a mixed-methods approach encompassing quantitative surveys and qualitative interviews, we assess SDGs 2030 knowledge and digital marketing practices among students, faculty, and administrators. Our findings reveal a moderate level of familiarity with the SDGs among respondents, alongside a unanimous acknowledgment of the significance of achieving these goals and the pivotal role of universities in their promotion. Notably, significant associations are identified between engagement with digital content and active participation in SDGs-related initiatives, underscoring the effectiveness of digital marketing in stimulating sustainability efforts within university communities. Additionally, positive correlations between engagement frequency and the perceived effectiveness of digital marketing highlight the potential for tailored digital strategies to enhance SDGs promotion. Furthermore, our analysis uncovers disparities in SDGs awareness based on respondents' roles at the university, emphasizing the need for targeted approaches in digital marketing. By implementing recommendations to increase digital content engagement, leverage diverse platforms, and tailor campaigns to specific demographics, universities can effectively contribute to SDG 2030 attainment and cultivate a culture of sustainability among stakeholders.

Keywords

• Digital marketing
• SDG 2030
• Jordanian universities
• Sustainability education
• Student engagement
• Awareness promotion