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The Impact of the Digital Marketing for Education Services on the Mental Image for Students in Private Universities in Jordan

2023; Springer Nature; Linguagem: Inglês

10.1007/978-3-031-12382-5_12

1860-9503

Abdullah Matar Al-Adamat, Nisreen Falaki, Majed Kamel Ali Al-Azzam, Faraj Mazyed Faraj Aldaihani, Reham Zuhier Qasim Almomani, Anber Abraheem Shlash Mohammad, Mohammed Saleem Khlif Alshura, Sulieman Ibraheem Shelash Al-Hawary, Barween Al Kurdi, Muhammad Turki Alshurideh,

Technology Adoption and User Behaviour

This study aims to identifying the impact of digital marketing on the mental image of students at private universities in Jordan. The population of the study consisted of all the higher education students in the private Jordanian universities in (18) universities numbering (6381). The study sample was chosen randomly, and it consisted of (359) male and female students. The distribution of the questionnaire was done through an electronic link by (Google Drive) and was sent to the students with the collaboration of the deanship of students' affairs. To conduct this study, the analytical and descriptive method was used. The results of the study showed a statistically significant effect of digital marketing on the mental image of students at private universities in Jordan. Based on the study results, the researchers recommend managers and decision makers of the private universities in Jordan to enhance their interactive advertisements on the pages of others, enhance the pricing of their educational services, and make updates on their marketing channels to achieve a positive image.