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The Crucial Role of EWOM: Mediating the Impact of Marketing Mix Strategies on International Students' Study Destination Decision
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Rand Al-Dmour; Hani Al-Dmour; Ahmed Al-Dmour – SAGE Open, 2024
This study examines the crucial role of electronic word-of-mouth (EWOM) in mediating the impact of marketing mix strategies on international students' study destination decisions. The theoretical framework proposed in this research integrates consumer behavior theories to enhance our understanding of the relationship between marketing mix…
Descriptors: Foreign Countries, Foreign Students, College Choice, Student Recruitment
The Role of Marketing Mix and Social Media Strategies in Influencing International Students' University Choices in Jordan
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Rand Al-Dmour; Hani Al-Dmour; Ahmed Al-Dmour – Journal of International Students, 2024
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,…
Descriptors: College Choice, Mass Media Role, Marketing, Student Recruitment