This exploratory study investigates the convergence of marketing communications and AI-powered technology in higher education, adopting a perspective on student interactions with generative AI tools. Through a comprehensive content analysis of learners' responses, we employed a blend of manual scrutiny, Python-generated Word Cloud, and Latent…

E-learning readiness (ELR) is critical for implementing digital education strategies, particularly in developing countries where online learning faces unique challenges. This study aims to provide a concise and actionable framework for assessing and predicting ELR in Algerian universities by combining the ADKAR model with advanced machine learning…

Even though big data offers new opportunities to organizations, big data adoption (BDA) is still in the early stages of introduction, and its determinants remain unclear in many sectors. Therefore, this research intended to identify the determinants of BDA in the education sector. A theoretical model was developed based on the integration of the…

Predicting student performance is crucial in higher education, as it facilitates course selection and the development of appropriate future study plans. The process of supporting the instructors and supervisors in monitoring students in order to upkeep them and combine training programs to get the best outcomes. It decreases the official warning…

Artificial Intelligence (AI) strives to create intelligent machines with human-like abilities. However, like humans, AI can be prone to implicit biases due to flaws in data or algorithms. These biases may cause discriminatory outcomes and decrease trust in AI. Bias in higher education admission may limit access to opportunities and further social…