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The Role of Marketing Mix and Social Media Strategies in Influencing International Students' University Choices in Jordan

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Title: The Role of Marketing Mix and Social Media Strategies in Influencing International Students' University Choices in Jordan
Language: English
Authors: Rand Al-Dmour, Hani Al-Dmour, Ahmed Al-Dmour
Source: Journal of International Students. 2024 14(4):642-663.
Availability: Journal of International Students. 4005 Spurgeon Drive #6, Monroe, LA 71203. Tel: 318-600-5743; Fax: 318-342-3131; e-mail: jis@ojed.org; Web site: https://www.ojed.org/index.php/jis/index
Peer Reviewed: Y
Page Count: 22
Publication Date: 2024
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: College Choice, Mass Media Role, Marketing, Student Recruitment, Foreign Students, Decision Making, Consumer Economics, Educational Quality, School Location, Institutional Characteristics, Social Media, State Universities, Private Colleges, Student Attitudes, Foreign Countries
Geographic Terms: Jordan
ISSN: 2162-3104
2166-3750
Abstract: This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality, price, location, and promotional activities--impact enrollment decisions. A survey of 2000 international students recently admitted to public and private universities in Jordan yielded a 61% response rate. Empirical analysis shows that marketing mix strategies significantly impact students' choices and elucidates the mediating role of social media strategies. Interactions on these platforms, such as reviews, ratings, and recommendations, are pivotal in forming perceptions and guiding choices, highlighting educational marketers' need to manage social media content.
Abstractor: As Provided
Entry Date: 2024
Accession Number: EJ1445768
Database: ERIC
FullText Text:
  Availability: 0
CustomLinks:
  – Url: https://eric.ed.gov/contentdelivery/servlet/ERICServlet?accno=EJ1445768
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  Data: The Role of Marketing Mix and Social Media Strategies in Influencing International Students' University Choices in Jordan
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  Data: <searchLink fieldCode="AR" term="%22Rand+Al-Dmour%22">Rand Al-Dmour</searchLink><br /><searchLink fieldCode="AR" term="%22Hani+Al-Dmour%22">Hani Al-Dmour</searchLink><br /><searchLink fieldCode="AR" term="%22Ahmed+Al-Dmour%22">Ahmed Al-Dmour</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+International+Students%22"><i>Journal of International Students</i></searchLink>. 2024 14(4):642-663.
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  Data: Journal of International Students. 4005 Spurgeon Drive #6, Monroe, LA 71203. Tel: 318-600-5743; Fax: 318-342-3131; e-mail: jis@ojed.org; Web site: https://www.ojed.org/index.php/jis/index
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  Data: <searchLink fieldCode="EL" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="EL" term="%22Postsecondary+Education%22">Postsecondary Education</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22College+Choice%22">College Choice</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+Media+Role%22">Mass Media Role</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Recruitment%22">Student Recruitment</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Students%22">Foreign Students</searchLink><br /><searchLink fieldCode="DE" term="%22Decision+Making%22">Decision Making</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+Economics%22">Consumer Economics</searchLink><br /><searchLink fieldCode="DE" term="%22Educational+Quality%22">Educational Quality</searchLink><br /><searchLink fieldCode="DE" term="%22School+Location%22">School Location</searchLink><br /><searchLink fieldCode="DE" term="%22Institutional+Characteristics%22">Institutional Characteristics</searchLink><br /><searchLink fieldCode="DE" term="%22Social+Media%22">Social Media</searchLink><br /><searchLink fieldCode="DE" term="%22State+Universities%22">State Universities</searchLink><br /><searchLink fieldCode="DE" term="%22Private+Colleges%22">Private Colleges</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Attitudes%22">Student Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink>
– Name: Subject
  Label: Geographic Terms
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Jordan%22">Jordan</searchLink>
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  Data: 2162-3104<br />2166-3750
– Name: Abstract
  Label: Abstract
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  Data: This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality, price, location, and promotional activities--impact enrollment decisions. A survey of 2000 international students recently admitted to public and private universities in Jordan yielded a 61% response rate. Empirical analysis shows that marketing mix strategies significantly impact students' choices and elucidates the mediating role of social media strategies. Interactions on these platforms, such as reviews, ratings, and recommendations, are pivotal in forming perceptions and guiding choices, highlighting educational marketers' need to manage social media content.
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  Data: 2024
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  Label: Accession Number
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  Data: EJ1445768
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=eric&AN=EJ1445768
RecordInfo BibRecord:
  BibEntity:
    Languages:
      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 22
        StartPage: 642
    Subjects:
      – SubjectFull: College Choice
        Type: general
      – SubjectFull: Mass Media Role
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Student Recruitment
        Type: general
      – SubjectFull: Foreign Students
        Type: general
      – SubjectFull: Decision Making
        Type: general
      – SubjectFull: Consumer Economics
        Type: general
      – SubjectFull: Educational Quality
        Type: general
      – SubjectFull: School Location
        Type: general
      – SubjectFull: Institutional Characteristics
        Type: general
      – SubjectFull: Social Media
        Type: general
      – SubjectFull: State Universities
        Type: general
      – SubjectFull: Private Colleges
        Type: general
      – SubjectFull: Student Attitudes
        Type: general
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Jordan
        Type: general
    Titles:
      – TitleFull: The Role of Marketing Mix and Social Media Strategies in Influencing International Students' University Choices in Jordan
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          Name:
            NameFull: Rand Al-Dmour
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            NameFull: Hani Al-Dmour
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            NameFull: Ahmed Al-Dmour
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              Type: published
              Y: 2024
          Identifiers:
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              Value: 2162-3104
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              Value: 2166-3750
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              Value: 14
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            – TitleFull: Journal of International Students
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