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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
FullText Text:
  Availability: 0
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  Data: Transforming International Student Recruitment: The Role of AI, Personalization, and Trust in Jordanian Higher Education
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+International+Students%22"><i>Journal of International Students</i></searchLink>. 2025 15(8):25-52.
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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: 28
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  Data: <searchLink fieldCode="DE" term="%22Foreign+Students%22">Foreign Students</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Recruitment%22">Student Recruitment</searchLink><br /><searchLink fieldCode="DE" term="%22Trust+%28Psychology%29%22">Trust (Psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Privacy%22">Privacy</searchLink><br /><searchLink fieldCode="DE" term="%22Artificial+Intelligence%22">Artificial Intelligence</searchLink><br /><searchLink fieldCode="DE" term="%22Learner+Engagement%22">Learner Engagement</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Attitudes%22">Student Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Computer+Software%22">Computer Software</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="DE" term="%22Decision+Making%22">Decision Making</searchLink><br /><searchLink fieldCode="DE" term="%22Models%22">Models</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Learning+Analytics%22">Learning Analytics</searchLink><br /><searchLink fieldCode="DE" term="%22Enrollment%22">Enrollment</searchLink><br /><searchLink fieldCode="DE" term="%22Intention%22">Intention</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Jordan%22">Jordan</searchLink>
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  Data: 2162-3104<br />2166-3750
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  Data: 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.
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  Data: 2025
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    Languages:
      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 28
        StartPage: 25
    Subjects:
      – SubjectFull: Foreign Students
        Type: general
      – SubjectFull: Student Recruitment
        Type: general
      – SubjectFull: Trust (Psychology)
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      – SubjectFull: Privacy
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      – SubjectFull: Artificial Intelligence
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      – SubjectFull: Learner Engagement
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      – SubjectFull: Student Attitudes
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      – SubjectFull: Computer Software
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      – SubjectFull: Foreign Countries
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      – SubjectFull: Higher Education
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      – SubjectFull: Decision Making
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      – SubjectFull: Models
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      – SubjectFull: Marketing
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      – SubjectFull: Learning Analytics
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      – SubjectFull: Enrollment
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      – SubjectFull: Intention
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      – SubjectFull: Jordan
        Type: general
    Titles:
      – TitleFull: Transforming International Student Recruitment: The Role of AI, Personalization, and Trust in Jordanian Higher Education
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