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

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

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.

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Authors and Affiliations

  1. Department of Business Administration & Public Administration, School of Business, Al Al-Bayt University Jordan, P.O. Box 130040, Mafraq, 25113, Jordan

    Abdullah Matar Al-Adamat & Nisreen Ahmad Fares Falaki

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Yarmouk University, P.O. Box 566, Irbid, 21163, Jordan

    Majed Kamel Ali Al-Azzam

  3. Kuwait Civil Aviation, Ishbiliyah bloch 1, street 122, home 1, Kuwait City, Kuwait

    Faraj Mazyed Faraj Aldaihani

  4. Business Administration, Amman, Jordan

    Reham Zuhier Qasim Almomani

  5. Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, P.O. Box 961343, Amman, 11196, Jordan

    Anber Abraheem Shlash Mohammad

  6. Management Department, Faculty of Money and Management, The World Islamic Science University, P.O. Box 1101, Amman, 11947, Jordan

    Mohammed Saleem Khlif Alshura

  7. Department of Business Administration, School of Business, Al Al-Bayt University, P.O.Box 30040, Mafraq, 25113, Jordan

    Sulieman Ibraheem Shelash Al-Hawary

  8. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    D. Barween Al Kurdi

  9. Department of Marketing, School of Business, The University of Jordan, Amman, 11942, Jordan

    Muhammad Turki Alshurideh

  10. Department of Management, College of Business, University of Sharjah, 27272, Sharjah, United Arab Emirates

    Muhammad Turki Alshurideh

Authors
  1. Abdullah Matar Al-Adamat
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  2. Nisreen Ahmad Fares Falaki
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  3. Majed Kamel Ali Al-Azzam
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  4. Faraj Mazyed Faraj Aldaihani
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  5. Reham Zuhier Qasim Almomani
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  6. Anber Abraheem Shlash Mohammad
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  7. Mohammed Saleem Khlif Alshura
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  8. Sulieman Ibraheem Shelash Al-Hawary
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  9. D. Barween Al Kurdi
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  10. Muhammad Turki Alshurideh
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Corresponding author

Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

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Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Al-Adamat, A.M. et al. (2023). The Impact of the Digital Marketing for Education Services on the Mental Image for Students in Private Universities in Jordan. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_12

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  • DOI: https://doi.org/10.1007/978-3-031-12382-5_12

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