Transforming international student recruitment
The role of AI, personalization, and trust in Jordanian higher education
DOI:
https://doi.org/10.32674/m2fmc286Keywords:
AI-Driven Marketing,, Social Media EngagemenAbstract
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.
References
Abaddi, S. (2024). AI’s call: Jordan’s MSMEs answer with intent. Journal of Entrepreneurship in Emerging Economies.Vol. 17 No. 2, pp. 357-393
Abu-Rumman, A., & Qawasmeh, R. (2022). Assessing international students' satisfaction with a Jordanian university using the service quality model. Journal of Applied Research in Higher Education, 14(4), 1742–1760.
Aithal, P. S., Prabhu, S., & Aithal, S. (2024). Future of higher education through technology prediction and forecasting. Poornaprajna International Journal of Management, Education, and Social Science, 1(1), 1–50.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Al-Dmour, R., Al-Dmour, H., & Al-Dmour, A. (2024a). The crucial role of eWOM: Mediating the impact of marketing mix strategies on international students’ study destination decision. SAGE Open, 14(2), 21582440241247661.
Al-Dmour, R., Al-Dmour, H., & Al-Dmour, A. (2024b). The role of the marketing mix and social media strategies in influencing international students' university choices in Jordan. Journal of International Students, 14(4), 642–663.
Al-Tarawneh, A., Haddad, E., Al-Dwairi, R., Al-Freijat, S., Mansour, A., & Al-Obaidly, G. (2024). The impact of strategic and innovative entrepreneurship, social capital, and overall business performance through sustainable supply chain management at Jordanian private universities. Uncertain Supply Chain Management, 12(1), 65–76.
Alyammahi, A. (2020). Investigating the impact of AI-powered digital educational platforms on students' learning and teachers' practice in Abu Dhabi schools (Doctoral dissertation, The British University in Dubai).
Amato, F., Galli, A., Gravina, M., Marassi, L., Marrone, S., & Sansone, C. (2023, May). AI-powered learning: Personalizing education for each student. In Ital-IA (pp. 478–483).
Badmus, O., Rajput, S. A., Arogundade, J. B., & Williams, M. (2024). AI-driven business analytics and decision making. World Journal of Advanced Research and Reviews, 24(1), 616–633.
Bekkestad, J. C., & Solvang, C. (2023). "With great power comes great responsibility": A meta-narrative review of ethical considerations and implications in the crossroads of AI and marketing (Master’s thesis, Handelshøyskolen BI).
Brown, A., & Lee, M. (2020). The role of digital marketing in higher education: Challenges and opportunities. Journal of Digital Education, 34(2), 110–125.
Budhwar, P., Bhatnagar, J., & Sharma, R. (2024). The role of AI-powered social media engagement in university branding and recruitment. Journal of Marketing in Higher Education, 22(1), 102–121.
Bulchand-Gidumal, J., Secin, E. W., O’Connor, P., & Buhalis, D. (2024). Artificial intelligence’s impact on hospitality and tourism marketing: Exploring key themes and addressing challenges. Current Issues in Tourism, 27(14), 2345–2362.
Camilleri, M. A. (2019). Higher education marketing: Opportunities and challenges in the digital era. Academia, 0(16–17), 4–28.
Chaffey, D., & Ellis-Chadwick, F. (2023). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson.
Cingillioglu, I., Gal, U., & Prokhorov, A. (2024). Social media marketing for student recruitment: an algorithmically sequenced literature review. Journal of Marketing for Higher Education, 34(2), 1101–1123.
Czerwinski, M., Hernandez, J., & McDuff, D. (2021). Building an AI that feels: AI systems with emotional intelligence could learn faster and be more helpful. IEEE Spectrum, 58(5), 32–38.
Datsenko, I., Kuzmina, Y., & Fernandez, R. (2020). Technology integration in higher education: Impacts on student decision-making. Journal of Higher Education Technology, 17(1), 92–108.
Davis, F. D. (2023). User acceptance of new AI technologies in education: An updated perspective on the technology acceptance model (TAM). Journal of Educational Technology Research, 45(3), 45–67.
Dixon-Saxon, S., & Buckley, M. R. (2020). Student selection, development, and retention: A commentary on supporting student success in distance counselor education. Professional Counselor, 10(1), 57–77.
Ellikkal, A., & Rajamohan, S. (2024). AI-enabled personalized learning: Empowering management students for improving engagement and academic performance. Vilakshan-XIMB Journal of Management.
Eswaran, U., & Eswaran, V. (2025). AI-driven cross-platform design: Enhancing usability and user experience. In Navigating usability and user experience in a multiplatform world (pp. 19–48). IGI Global.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Gonçalves, A. R., Pinto, D. C., Shuqair, S., Dalmoro, M., & Mattila, A. S. (2024). Artificial intelligence vs. autonomous decision-making in streaming platforms: A mixed-method approach. International Journal of Information Management, 76, 102748.
Gonzalez, A., Ramirez, P., & Singh, T. (2020). The role of social media platforms in recruitment: A higher education perspective. Journal of Social Media in Higher Education, 18(2), 113–127.
Gottschalk, F., & Weise, C. (2023). Digital equity and inclusion in education: An overview of practice and policy in OECD countries.
Gupta, P., & Chang, L. (2023). The impact of social media branding and interaction on university attractiveness to students. International Journal of Digital Education, 25(1), 12–29.
Halabieh, H., Hawkins, S., Bernstein, A. E., Lewkowict, S., Unaldi Kamel, B., Fleming, L., & Levitin, D. (2022). The future of higher education: Identifying current educational problems and proposed solutions. Education Sciences, 12(12), 888.
Han, X., Xiao, S., Sheng, J., & Zhang, G. (2024). Enhancing efficiency and decision-making in higher education through intelligent commercial integration: Leveraging artificial intelligence. Journal of the Knowledge Economy, 1–37.
Hu, S., Ke, F., Vyortkina, D., Hu, P., Luby, S., & O’Shea, J. (2024). Artificial intelligence in higher education: Applications, challenges, and policy development and further considerations. In Higher education: Handbook of theory and research: Volume 40 (pp. 1–52). Springer Nature Switzerland.
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30–50.
Islam, M. A., Fakir, S. I., Masud, S. B., Hossen, M. D., Islam, M. T., & Siddiky, M. R. (2024). Artificial intelligence in digital marketing automation: Enhancing personalization, predictive analytics, and ethical integration. Edelweiss Applied Science and Technology, 8(6), 6498–6516.
Iyelolu, T. V., Agu, E. E., Idemudia, C., & Ijomah, T. I. (2024). Leveraging artificial intelligence for personalized marketing campaigns to improve conversion rates. International Journal of Engineering Research and Development, 20(8), 253-270.
Jin, L., & Schneider, J. (2019). Faculty views on international students: A survey study. Journal of International Students, 9(1), 84–99.
Katsamakas, E., Pavlov, O. V., & Saklad, R. (2024). Artificial intelligence and the transformation of higher education institutions: A systems approach. Sustainability, 16(14), 6118.
King, W. R., & He, J. (2024). AI-powered recommendation engines in higher education marketing: The impact on student decision-making. Journal of Educational Marketing, 28(1), 58–74.
Krishnasamy, K. (2024). Exploring students' perspectives on AI-based recruitment processes: Challenges and job readiness. Master of Business Administration in the Graduate Academic Unit of Management, The University of New Brunswick.
Kusumawati, A. (2019). Impact of digital marketing on the student decision-making process of higher education institution: A case of Indonesia. Journal of e-Learning and Higher Education, 1(1), 1–11.
Lee, T. (2023). The future of augmented reality in higher education marketing. Journal of Educational Marketing Technology, 18(1), 102–115.
Li, X., & Jiang, Y. (2024). Artificial intelligence in education: Opportunities, current status, and prospects. Geographical Research Bulletin, 3, 146–174.
Maheshwari, G. (2024). Factors influencing students' intention to adopt and use ChatGPT in higher education: A study in the Vietnamese context. Education and Information Technologies, 29(10), 12167–12195.
Makinde, A. I., Adeleye, S. A., Oronti, A. O., & Jimoh, I. T. (2024). Revolutionizing education. In Artificial intelligence for wireless communication systems: Technology and applications (p. 103).
Ministry of Digital Economy and Entrepreneurship. (2023). Jordan's Artificial Intelligence Strategy and Implementation Plan 2023–2027. Amman, Jordan.
Mutambik, I. (2024). Using AI-driven automation to enhance student learning experiences in the KSA: An alternative pathway to sustainable education. Sustainability, 16(14), 5970.
Nazaretsky, T., Mejia-Domenzain, P., Swamy, V., Frej, J., & Käser, T. (2025). The critical role of trust in adopting AI-powered educational technology for learning: An instrument for measuring student perceptions. Computers and Education: Artificial Intelligence, 8, 10-33.
Ngo, T. T. A., Tran, T. T., An, G. K., & Nguyen, P. T. (2024). ChatGPT for educational purposes: Investigating the impact of knowledge management factors on student satisfaction and continuous usage. IEEE Transactions on Learning Technologies.
Nguyen, K. (2024). Enhancing data privacy in artificial intelligence: A study on corporate practices and regulatory compliance. Master of Science in Technology Thesis, University of Turku. Turkey.
Nguyen, L. (2021). The importance of personalization in targeted marketing campaigns for student engagement. Journal of Educational Marketing, 14(2), 123–135.
Nguyen, L., & LeBlanc, G. (2023). The role of personalization in AI-driven student engagement: Ethical considerations and effectiveness. Journal of Educational Marketing, 15(2), 123–142.
Niu, W., Zhang, W., Zhang, C., & Chen, X. (2024). The role of artificial intelligence autonomy in higher education: A uses and gratification perspective. Sustainability, 16(3), 1276.
Ohanians, D. (2024). Enhancing the student journey: A qualitative exploration of conversational agents in higher education marketing (Doctoral dissertation, University of Worcester).
Oliver, R. L. (1980). A cognitive model for the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460–469.
Oliver, R. L. (2024). Expectation confirmation theory in the AI era: The role of trust and usability in higher education recruitment. Journal of Consumer Research, 52(1), 102–118.
Oraif, G. (2024). AI-driven business analytics: Its impact on strategic decision-making (An empirical study on educational institutions in the Kingdom of Saudi Arabia). Journal of Ecohumanism, 3(8), 9712–9732.
Pan, G., Mao, Y., Song, Z., & Nie, H. (2024). Research on the influencing factors of adult learners' intent to use online education platforms based on expectation confirmation theory. Scientific Reports, 14(1), 12762.
Pawar, S. K., & Vispute, S. A. (2024). Exploring international students’ adoption of AI-enabled voice assistants in enrollment decision making: A grounded theory approach. Journal of Marketing for Higher Education, 34(2), 1178–1197.
Phelps, J., Nowak, G., & Ferrell, E. (2024). Balancing personalization and privacy in AI-driven marketing: A student recruitment perspective. Journal of Data Privacy & Marketing, 20(1), 22–41.
Qashou, A. M. A., Bahar, N., & Mohamed, H. (2025). Implementing mobile cloud computing in higher education institutions: A qualitative investigation of influential factors. Interdisciplinary Journal of Information, Knowledge, and Management, 20, 2.
Qolamani, K. I. B., & Mohammed, M. M. (2023). The digital revolution in higher education: Transforming teaching and learning. Qalamuna: Jurnal Pendidikan, Sosial, dan Agama, 15(2), 837–846.
Saadi, M., Ahmed, T., & Rahman, S. (2024). AI-driven personalization in student recruitment: Enhancing engagement and decision-making. International Journal of Higher Education Marketing, 29(1), 78–95.
Saaida, M. B. (2023). AI-driven transformations in higher education: Opportunities and challenges. International Journal of Educational Research and Studies, 5(1), 29–36.
Sadeghi, S., & Niu, C. (2024). Augmenting human decision-making in K-12 education: The role of artificial intelligence in assisting the recruitment and retention of teachers of color for enhanced diversity and inclusivity. Leadership and Policy in Schools, 1–21.
Seybert, N. (2022). The impact of digital marketing tactics on recruiting domestic first-generation college students in the Southwest United States.Doctor of Business Administration (DBA). 55. https://digitalcommons.georgefox.edu/dbadmin/55
Tasel-Jurkovic, K., & Altinbasak-Farina, İ. (2024). Higher education institution choice intention model: Mediation effect of attitude. Journal of Marketing for Higher Education, 34(1), 136–155.
Tawalbeh, A. K. (2021). The role of social media in knowledge sharing among faculty members in Jordanian public universities. International Journal of Contemporary Management and Information Technology, 1(2), 35–43.
Trepte, S. (2013). Social identity theory. In Psychology of entertainment (pp. 255–271). Routledge.
Tsang, J. K. L., Vedasto, G. L. V. N., Addawe, J. C., Juayong, R. A. B., & Caro, J. D. (2023, September). Iskowela: Designing a student recruitment platform and marketing tool for educational institutions. In Novel & Intelligent Digital Systems Conferences (pp. 321–330). Springer Nature Switzerland.
VanDerSchaaf, H. P., Daim, T. U., & Basoglu, N. A. (2021). Factors influencing student information technology adoption. IEEE Transactions on Engineering Management, 70(2), 631–643.
Vedapradha, R., Hariharan, R., Sudha, E., & Divyashree, V. (2024). Artificial intelligence–talent acquisition in HEIs recruitments. The International Journal of Information and Learning Technology, .41(3):230-243
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2023). Unified theory of acceptance and use of technology (UTAUT): Revisiting the model in the context of AI-powered education. Information Systems Research, 34(3), 78–102.
Wang, C., Wang, H., Li, Y., Dai, J., Gu, X., & Yu, T. (2024). Factors influencing university students’ behavioral intention to use generative artificial intelligence: Integrating the theory of planned behavior and AI literacy. International Journal of Human-Computer Interaction, 1–23.
Weck, M., & Afanassieva, M. (2023). Toward the adoption of digital assistive technology: Factors affecting older people's initial trust formation. Telecommunications Policy, 47(2), 102483.
Yang, E., & Beil, C. (2024). Ensuring data privacy in AI/ML implementation. New Directions for Higher Education, 2024(207), 63–78.
Zhang, X., Lin, T., & Cheng, Y. (2023). AI-powered chatbot effectiveness in university recruitment: An empirical study. Journal of Higher Education Technology, 21(2), 44–62.
Zhu, Y. (2019). Social media engagement and Chinese international student recruitment: Understanding how UK HEIs use Weibo and WeChat. Journal of Marketing for Higher Education. 29, 173 - 190.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Journal of International Students
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) [year] [author]
This work is licensed under a Creative Commons Attribution 4.0 International License.
This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. https://creativecommons.org/licenses/by/4.0
