Transforming International Student Recruitment: The Role of AI, Personalization, and Trust in Jordanian Higher Education
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| Title: | Transforming International Student Recruitment: The Role of AI, Personalization, and Trust in Jordanian Higher Education |
|---|---|
| Language: | English |
| Authors: | Rand Al-Dmour, Hani Al-Dmour, Yazeed Al-Dmour, Ahmed Al-Dmour |
| Source: | Journal of International Students. 2025 15(8):25-52. |
| 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: | 28 |
| Publication Date: | 2025 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Foreign Students, Student Recruitment, Trust (Psychology), Privacy, Artificial Intelligence, Learner Engagement, Student Attitudes, Computer Software, Foreign Countries, Higher Education, Decision Making, Models, Marketing, Learning Analytics, Enrollment, Intention |
| Geographic Terms: | Jordan |
| ISSN: | 2162-3104 2166-3750 |
| Abstract: | In this study, we examine the role of AI-driven marketing in international student recruitment, focusing on how perceived usefulness, trust, and personalization influence decision-making. Grounded in the Technology Acceptance Model (TAM), the Trust-Based Decision-Making Model, and the Personalization--Privacy Paradox, we studied how AI-powered recruitment tools--such as chatbots, predictive analytics, and personalized content--impact student engagement and enrollment intentions. Based on the responses from 350 prospective international students, the findings indicate that AI-driven marketing enhances student recruitment by improving accessibility, engagement, and transparency. However, trust in AI remains critical, as concerns about data privacy and algorithmic bias significantly influence students' willingness to apply it. Additionally, AI-powered personalization significantly affects decision-making by making recruitment more efficient and tailored to students' preferences; however, it also raises ethical concerns regarding privacy and data protection. |
| Abstractor: | As Provided |
| Entry Date: | 2025 |
| Accession Number: | EJ1477502 |
| Database: | ERIC |
| Abstract: | In this study, we examine the role of AI-driven marketing in international student recruitment, focusing on how perceived usefulness, trust, and personalization influence decision-making. Grounded in the Technology Acceptance Model (TAM), the Trust-Based Decision-Making Model, and the Personalization--Privacy Paradox, we studied how AI-powered recruitment tools--such as chatbots, predictive analytics, and personalized content--impact student engagement and enrollment intentions. Based on the responses from 350 prospective international students, the findings indicate that AI-driven marketing enhances student recruitment by improving accessibility, engagement, and transparency. However, trust in AI remains critical, as concerns about data privacy and algorithmic bias significantly influence students' willingness to apply it. Additionally, AI-powered personalization significantly affects decision-making by making recruitment more efficient and tailored to students' preferences; however, it also raises ethical concerns regarding privacy and data protection. |
|---|---|
| ISSN: | 2162-3104 2166-3750 |
