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 |
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