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Download full textRand Al-Dmour; Hani Al-Dmour; Yazeed Al-Dmour; Ahmed Al-Dmour – Journal of International Students, 2025
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…
Descriptors: Foreign Students, Student Recruitment, Trust (Psychology), Privacy
