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    Generating Intrinsic Motivation through Digital Marketing

    by Bett Kipkemoi 10/04/2019 09:57 PM BST

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          An enabling and balanced environment is critical in determining the success of all learners at all stages of education. In essence, both intrinsic and extrinsic motivation facilitates the learning and studying phases of children. The hypothesis that “The further children and young people progress on their educational path, the less technology inspires, nor motivates them to learn and study. By the end of basic education, this downward trend already constitutes a statistically significant decrease, particularly among girls”, has to be analysed in respective with the advancing technology and effective and efficient ways of implementing workable education facilities and structure.

          In order to develop a supportive approach for the learners, there ought to be an explicit understanding of intrinsic motivation sources. As a definition, Ng C.F and Ng P.K (2015) explained that intrinsic motivation is a feature that can be found within a person, related to their character traits and approach to activities. As a way to improve it in learning matters, they argue that learners should find the learning experiences and challenging activities to be motivating, and the reward is having self-efficacy. By self-efficacy, it means individuals having or developing competence over the difficult tasks. Thus, the learning systems which should be adopted have to ensure that learning in itself ensures that learners, especially females – since they are the most affected, should appreciate the role of digital literacy in their lives.

          Digital literacy encompasses the know-how, evaluative, analytical skills and presentation of information in digital arena (Mishra, Wilder and Mishra, 2015). Further, they establish the primary concern which has affected women in entering the computing environment is the lack of confidence. As such, the primary reason to girls ‘deficiencies’ in the technology era are to be expounded.

          The idea behind this is to ensure digital marketing is made the background facility to the learners. Ensuring that the learners get the importance of technology in the day-to-day life generates the need to indulge more in the matter. For instance, teachers have to time-to-time give the learners a mimicking environment to the current organizational structure. This can be described as a competency-geared educational system. More ways such as the use of technology in school work, conferencing as a form of study, creating discussion posts in designed school online portals, mining data through guided framework among many others can be further developed to fit in the schedules.

          In essence, digital marketing ensures that learners, especially girls, get the opportunity to explore the real-world experiences. This, can in-turn, generate more intrinsic motivation to pursue digital literacy skills. Assessing of approach effectiveness is pegged to real-time evaluations among the learners. Since the digital learning lessons are designed to be taught by experts, the current technologies, languages and applications can be advanced appropriately to the learners. This way, intrinsic motivation becomes a competency-based but not theory-based hard-to-learn course. The motivating factor is that, willingness to learn more is an environmental perception, which translates more to girls in the social society.


          • Ng, C. F., & Ng, P. K. (2015). A review of intrinsic and extrinsic motivations of ESL learners. International Journal of Languages, Literature and Linguistics1(2), 98-105.
          • Mishra, K. E., Wilder, K., & Mishra, A. K. (2017). Digital literacy in the marketing curriculum: Are female college students prepared for digital jobs?. Industry and Higher Education31(3), 204-211.
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