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Direct linkRand 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
