The Strategic Influence of Digital Marketing and Technological Innovation on Smartphone Adoption Among Malaysian IPTA Students: An Extended Utaut2 (P‑Utaut2) Analysis

This paper examines the impact of Digital Marketing (DM) and Technological Innovation (TI) on smartphone adoption among students at Malaysian public universities (IPTA), extending the UTAUT2 model with a Privacy-aware perspective (P-UTAUT2). Based on previous research with a stratified sample of IPTA students in Melaka and current market data, we outline how DM enhances Social Influence and Hedonic Motivation through short-form videos and influencer content. Meanwhile, TI impacts Performance Expectancy and Price Value via 5G readiness, AI-powered cameras, and long-lasting batteries. We also explore how Perceived Risk, Privacy Concern, and Trust moderate these effects, especially with AI‑on‑device features needing deeper data access. Two summary tables highlight Malaysia's digital landscape for 2024–2025 and key influence mechanisms on purchase intention. The findings support three strategic directions: (i) value-driven innovation in the RM1,200–RM2,200 segment; (ii) genuine digital engagement that emphasizes user-generated content; and (iii) clear communication of privacy and security as essential features. We discuss implications for digital literacy and privacy-by-design in education and policy. Overall, this research provides an empirically validated, privacy-extended UTAUT2 model tailored for AI-era mobile device adoption.

UTAUT2; digital marketing; technological innovation

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