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Abstract

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 strategies and international students’ enrollment choices. Building upon previous research that underscores the importance of marketing mix strategies in shaping consumer choices, this study focuses specifically on the context of international students deciding to study in Jordan. To achieve its objectives, a questionnaire was administered to a sample of 2000 international students who recently enrolled in both public and private universities in Jordan, with a response rate of 61%. Through rigorous empirical analysis, this study provides compelling evidence that the quality of the product/program, price, place, and promotion significantly influence the decision-making process of international students. Moreover, the study reveals that EWOM plays a critical mediating role in this relationship, underscoring the significance of online reviews, ratings, and recommendations in shaping consumer perceptions and choices. These findings underscore the need for marketers to proactively monitor and manage online reviews and harness the power of EWOM as a potent marketing tool to positively impact consumer decision-making.

Keywords

marketing mix elements EWOM International student’s decision Jordan

Introduction

The competition for international students has become increasingly global, prompting universities to search for new and innovative ways to attract and retain these students. Marketing mix strategies are effective in attracting international students, but the rapidly changing landscape of technology has introduced new challenges and opportunities for universities (Javalgi & White, 2003, X. Yang et al., 2024). A key strategy that has gained significant attention in the literature is the use of marketing mix strategies in any organization’s promotion (Davies, 2015). International students play an important role in higher education, bringing cultural diversity, knowledge exchange, and economic benefits to the universities they attend. However, universities in developing countries such as Jordan face significant challenges in attracting and retaining these students due to a lack of awareness about their institutions, limited resources for marketing and promotion, and negative perceptions about opportunities after graduation (Guo, 2019). As a result, policymakers in these countries have turned to research on the most effective strategies for attracting and retaining international students. To address these challenges, universities have been turning to research on the most effective strategies for attracting and retaining international students, with a focus on the use of marketing mix strategies.

Electronic word of mouth (EWOM) has become increasingly important in the context of recruiting international students. EWOM refers to the spread of information about a product, service, or brand through digital channels, and it has a significant impact on students’ decisions to study abroad. The impact of electronic word of mouth (EWOM) on international student enrollment decisions has been proven in various studies. (Y. Yang & Li, 2019). Both positive and negative EWOM have a significant influence on international students’ intention to study in a foreign country. (Mavondo & Li, 2015, Yue et al., 2023). EWOM plays a critical role in the decision-making process of international students when choosing a study destination. (Zhang & Li, 2015). Positive EWOM has a stronger effect on students’ enrollment decisions and choice of study destination than negative EWOM. (Mavondo & Li, 2015; Y. Yang & Li, 2019). Institutions seeking to recruit international students should consider the role of EWOM in their marketing and recruitment efforts. (Luo et al., 2023; Mavondo & Li, 2015; Y. Yang & Li, 2019; Zhang & Li, 2015)

Despite the interest in international education, universities in developing countries continue to face difficulties in attracting and retaining international students. Several barriers to achieving this goal have been identified in the literature, including a lack of awareness about the universities and the programs offered (Liu, 2018), limited resources for marketing and promotion (Jiang & Wang, 2020), and negative perceptions about opportunities for students after graduation (Guo, 2019). This study aims to build on the existing literature by assessing the role of marketing mix strategies on the international student’s decision choice to study in universities in Jordan as a developing country vie EWOM as a mediator In addition, to provide policymakers with practical recommendations for improving their universities’ marketing efforts (Park & Lee, 2019).

Previous studies have shown that a well-designed marketing mix strategy can significantly increase the competitiveness of universities in attracting international students (Chen & Zhou, 2019). This study is expected to provide policy makers with evidence-based insights into the most effective marketing strategies (Li, Wang et al., 2019), as well as the unique needs and preferences of international students that should be considered when developing marketing campaigns (Liu et al., 2019). By incorporating the recommended marketing mix strategies, universities in developing countries can increase their competitiveness in attracting international students, contributing to their communities’ development and growth (Dong & Li, 2018).

A Background on Jordan’s Higher Education System

Jordan has made significant progress in developing its higher education system, aiming to establish itself as a regional hub for education and research (Omari, 2020). The country’s commitment to quality education, along with its rich cultural heritage and strategic location, makes it an attractive destination for international students seeking diverse academic opportunities (Al-Khasawneh & Ababneh, 2020). Jordan’s higher education sector comprises both public and private universities and colleges (Abu Rumman & Abu-Nimer, 2018). The public universities, such as the University of Jordan and Jordan University of Science and Technology, have a long-standing reputation for academic excellence and offer a wide range of disciplines and programs (Omari, 2020). Private universities, on the other hand, have witnessed remarkable growth in recent years, providing alternative educational options and specialized programs to meet the evolving demands of students (Ahmad & Al-Razzaz, 2016).

The Jordanian government has prioritized the development of higher education and research as part of its national agenda (Omari, 2020). It has implemented policies to improve the quality of education, enhance research capabilities, and foster international collaborations (Mahadin & Abu-Hussain, 2019). These efforts have resulted in the accreditation of many Jordanian institutions and the recognition of their degrees globally (Omari, 2020). However, despite these advancements, Jordan faces challenges in attracting and retaining international students. One of the primary challenges is the lack of awareness about Jordan’s higher education institutions and the opportunities they offer (Al-Khasawneh & Ababneh, 2020). Many international students may not be familiar with the academic programs, research facilities, and cultural experiences available in Jordan (Abu Rumman & Abu-Nimer, 2018).

Furthermore, limited resources for marketing and promotion pose another obstacle (Tawalbeh & Ahmed, 2021). Compared to universities in more established educational destinations, Jordanian institutions often have smaller budgets for international marketing campaigns (Tawalbeh & Ahmed, 2021). This limitation hampers their ability to effectively promote their programs and showcase the unique advantages they offer to prospective international students. Moreover, negative perceptions about opportunities after graduation can discourage international students from choosing Jordan as their study destination. Despite the country’s efforts to enhance graduate employability and entrepreneurship, these efforts may not be widely known or recognized internationally (Al-Khasawneh & Ababneh, 2020). Addressing these perceptions and providing accurate information about career prospects can contribute to attracting and retaining international students. To overcome these challenges, policymakers and higher education institutions in Jordan are increasingly focusing on research to identify and implement effective strategies for attracting and retaining international students (Younis, 2017). The exploration of marketing mix strategies, as well as the examination of other relevant factors such as electronic word of mouth and the overall student experience, can provide valuable insights into enhancing the attractiveness of Jordan’s higher education system to international students (Al-Khasawneh & Ababneh, 2020; Tawalbeh & Ahmed, 2021). By understanding the unique context of Jordan’s higher education system and its efforts to attract and retain international students, policymakers and stakeholders can work towards developing targeted initiatives, improving marketing strategies, and addressing the specific needs and preferences of international students (Younis, 2017). Such efforts can help position Jordan as a competitive and appealing destination for international students seeking high-quality education and enriching cultural experiences (Abu Rumman & Abu-Nimer, 2018).

Theoretical Framework

The theoretical framework of this study adopts the concept of demand generation, highlighting the critical role of universities’ marketing mix strategies in generating demand for international student enrollment. Previous research has demonstrated the significant impact of the marketing mix on international students’ study destination decisions. However, to gain a comprehensive understanding of this relationship, it is essential to integrate relevant consumer behavior theories. This study aims to enhance our understanding by integrating the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Information Processing Theory, Maslow’s Hierarchy of Needs, and Diffusion of Innovation Theory into the theoretical framework, exploring how marketing mix strategies influence international students’ study destination decisions.

Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB): According to TRA and TPB, attitudes, subjective norms, and perceived behavioral control influence individuals’ intentions and subsequent actions. In the context of international student decision-making, universities’ marketing mix strategies can shape attitudes through program quality (product), communicate positive subjective norms, and provide a sense of control by transparently conveying information about tuition costs (price), location (place), and support services.

Information Processing Theory: Information processing theory emphasizes how individuals actively acquire, interpret, and use information in decision-making. Universities can leverage this theory by ensuring that their marketing and communication efforts (promotion) effectively convey information about their programs, services, reputation, and unique selling points. Clear and relevant information can facilitate international students’ decision-making process and generate demand for enrollment.

Maslow’s Hierarchy of Needs: Maslow’s theory suggests that individuals have various needs that influence their behavior. Universities can align their marketing mix strategies with international students’ needs by highlighting how their programs address educational and career aspirations (product). Price factors such as competitive tuition fees and scholarships can meet financial needs, while location can cater to safety, cultural experience, and socialization needs. Addressing these needs through the marketing mix can attract international students and generate demand for enrollment.

Diffusion of Innovation Theory: As an innovation, universities’ marketing mix strategies need effective communication and adoption by international students. Diffusion of innovation theory suggests employing effective promotion strategies such as digital marketing channels, social media, testimonials, and success stories to raise awareness and interest in universities’ offerings. These strategies can enhance the diffusion of marketing messages and make programs and services more appealing to international students.

To understand the mediating role of EWOM, this study proposes that positive EWOM generated through online platforms and social media can amplify the impact of marketing mix strategies on international students’ study destination decisions. Positive reviews, testimonials, and recommendations shared by current or former international students can influence the perceptions, attitudes, and intentions of prospective students. By mediating this relationship, EWOM strengthens the effect of marketing mix strategies on enrollment decisions. By integrating these consumer behavior theories and considering the mediating role of EWOM, this study provides a comprehensive understanding of the relationship between marketing mix strategies and international students’ study destination decisions. The findings will contribute to the body of knowledge in the field of international education marketing and provide actionable insights for universities in developing countries to attract and enroll international students successfully.

Literature Review and Hypotheses Development

The marketing mix refers to the combination of product, price, place, and promotion strategies used to reach a target market (Davies, 2015). In the context of higher education, product refers to the programs and services offered by the university, price refers to the cost of tuition and other fees, place refers to the location of the university, and promotion refers to the marketing and communication efforts used to raise awareness and interest in the university. Previous studies (e.g., Javalgi & White, 2003; Jiang & Wang, 2020; Shkoler, & Rabenu, 2023) have shown that the marketing mix has a significant impact on the international student’s decision choice to study. These studies have investigated how various elements of the marketing mix, such as product, price, place, and promotion, impact international students’ decision-making processes. By measuring the independent variables in this study, it was possible to determine the extent to which these factors contribute to the enrollment of international students in universities in developing countries. For example, the quality and variety of programs offered by the university play a crucial role in attracting international students (Jiang & Wang, 2020). Universities in developing countries need to ensure that they offer programs that are relevant, up-to-date, and meet international standards (Liu & Chen, 2021). The cost of tuition and other fees is another important factor that international students consider when choosing a university (Zhou & Chen, 2020). Additionally, universities that offer competitive tuition and fee structures, as well as financial aid and scholarship programs, are more likely to attract international students who are seeking affordable education options (Kotler et al., 2013). A study by Liu and Yang (2019) found that universities in developing countries can increase their competitiveness in attracting international students by improving the quality of their programs and services, as well as offering a supportive and welcoming environment for international students. The study also found that universities that had strong partnerships with other universities and organizations could increase their visibility and appeal to international students.

Another study by Li et al. (2023) found that universities that effectively marketed their programs, services, and resources to international students were more likely to attract a larger number of international students. An effective strategy in the context of marketing to international students can be characterized by a well-planned and targeted approach that encompasses various elements. It involves utilizing digital marketing techniques, such as targeted online advertising and engaging social media campaigns, to reach the intended audience. The study also found that universities that had strong relationships with educational agents, as well as a good reputation and positive image, were more likely to attract international students. One study by Javalgi and White (2003) compared the marketing mix strategies used by universities in developed and developing countries and found that product design and location were the two most important factors in attracting international students. The study found that universities that offered programs in high demand by international students and were located in regions with strong cultural and economic ties to international students were more likely to attract a large number of international students. Universities in developing countries need to ensure that their fees are competitive and reasonable while still covering the costs of providing high-quality education (Jiang & Wang, 2020). This is because international students are seeking high-quality programs that are relevant, up-to-date, and meet international standards (Liu & Chen, 2021). Thus, it can be hypothesized that:

H1: The quality of programs offered by universities in Jordan a developing country will positively impact the international student’s study destination decision.

The cost of tuition and other fees is an important factor that international students consider when choosing a university (Zhou & Chen, 2020). Universities in developing countries need to ensure that their fees are competitive and reasonable, while still covering the costs of providing high-quality education (Jiang & Wang, 2020). They may also consider offering scholarships, grants, and other forms of financial assistance to help attract international students. Universities in developing countries need to ensure that their fees are competitive and reasonable while still covering the costs of providing high-quality education (Jiang & Wang, 2020). Thus, it can be hypothesized that:

H2: The cost of tuition and other fees at universities in Jordan a developing country will have a significant impact on the international student’s study destination decision.

The location of the university is also an important factor that international students consider when choosing a university. Universities located in regions with strong cultural and economic ties to international students, such as North America and Western Europe, are more likely to attract and retain international students (Javalgi & White, 2003). Additionally, universities located in regions with a high standard of living, good infrastructure, and a safe and secure environment are also more likely to attract international students safe, secure, and easily accessible, and that the surrounding community is supportive and welcoming (Liu & Chen, 2021). Universities in developing countries need to ensure that their campuses are safe, secure, and easily accessible, and that the surrounding community is supportive and welcoming (Liu & Chen, 2021). They may also consider offering student housing and other forms of support to make the transition to a new country easier. A study by Wong et al. (2022) found that universities that used multiple marketing channels, such as online and offline marketing, were more likely to attract a larger number of international students. The study also found that universities that had a strong online presence, including a user-friendly website and active social media accounts, were more likely to attract international students who used the internet to research and make decisions about their education. Universities in developing countries need to ensure that their campuses are safe, secure, and easily accessible, and that the surrounding community is supportive and welcoming (Liu & Chen, 2021). Thus, it can be hypothesized that:

H3: The location of universities in Jordan as a developing country will have a significant impact on the international student’s study destination decision.

The promotion strategy refers to the marketing and communication efforts used to raise awareness and interest in the university (Davies, 2015). This can include digital marketing, social media, student testimonials, and other forms of advertising and outreach (Wang & Zhang, 2019). Effective promotion strategies, such as targeted marketing campaigns, can increase the visibility and appeal of universities to international students (Kotler et al., 2013). This can include the use of social media, direct mail campaigns, and the creation of informational materials such as brochures and videos. Additionally, universities can participate in international education fairs, host events for international students, and collaborate with educational agents to reach potential students.

Another study by Bastiaens and Steyn (2017) conducted a systematic review of the literature on international student attraction and found that promotion strategies, such as targeted marketing campaigns and participating in international education fairs, were also important in attracting international students. The study found that universities that effectively marketed their programs and services to international students were more likely to attract and retain a larger number of international students. A study by Kotler et al. (2013) on marketing management found that the use of social media and direct mail campaigns, as well as the creation of informational materials such as brochures and videos, can be effective promotion strategies for universities looking to attract international students. The study also found that universities that collaborate with educational agents and participate in international education fairs can increase their visibility and appeal to international students. Universities in developing countries need to develop effective promotion strategies that highlight their strengths, address the concerns of international students, and reach potential students where they are (Park & Lee, 2019). Thus, it can be hypothesized that:

H4: The promotion strategy used by universities in Jordan as developing country, such as Jordan will have a significant impact on the international student’s study destination decision.

Additionally, incorporating EWOM into the research model allows for the exploration of its impact on various outcomes, such as consumer attitudes, purchase intentions, and brand perception. By examining how EWOM influences these variables, researchers can gain a comprehensive understanding of the mechanisms through which electronic word-of-mouth operates and its significance in shaping consumer opinions and behavior. In this study, we propose that EWOM mediates the impact of marketing mix strategies on international students’ study destination decisions. EWOM refers to the online exchange of opinions, reviews, and recommendations among individuals. In the context of international education, EWOM can significantly influence prospective students’ perceptions and decisions. By considering the mediating role of EWOM, we aim to investigate how positive electronic word-of-mouth communication can enhance the impact of marketing mix strategies on international students’ study destination decisions. EWOM have also been found to play a role in determining international student’s decision choice on where to study. Studies have consistently shown that EWOM plays a critical role in international students’ decisions on where to study (Y. Yang & Li, 2019). Additionally, to its impact on international student enrollment patterns, EWOM also influences international students’ perceptions of a destination country and their choice of study destination (Luo, 2023; Zhang & Li, 2015). For instance, positive EWOM about the quality of education, the safety and security of the destination, and the availability of support services for international students can enhance the appeal of a destination to international students (Mavondo & Li, 2015). On the other hand, negative EWOM about these factors can negatively impact international students’ decision choice. Furthermore, EWOM also has a significant impact on international students’ post-arrival experiences. Positive EWOM from former international students about their experiences in a destination can enhance the appeal of the destination and encourage more international students to enroll (Y. Yang & Li, 2019). In contrast, negative EWOM from former international students about their experiences can negatively impact international students’ decision choice of enrollment. The impact of EWOM on international student enrollment patterns is particularly pronounced in developing countries. In these countries, international students often rely on online sources, including EWOM, to gather information about potential study destinations (Taghizadeh & Abdi, 2018). This is because traditional sources of information, such as educational agents and government-sponsored education fairs, are often limited in developing countries. In addition, the role of EWOM in shaping international students’ perceptions of developing countries as study destinations is significant. Positive EWOM about the quality of education, the safety and security of the destination, and the availability of support services for international students can significantly enhance the appeal of a developing country as a study destination (Taghizadeh & Abdi, 2018). On the other hand, negative EWOM about these factors can negatively impact international students’ enrollment patterns in developing countries Therefore, the following hypothesis can be suggested:

H5: EWOM will have a significant role as a mediating factor in the relationship between the marketing mix strategies used by the universities in Jordan as a developing country and the international student’s study destination decision.

The Literature Review has highlighted the significant role of Electronic Word of Mouth (EWOM) in influencing international students’ decisions regarding their study destinations, particularly in developing countries. This underscores a complex interplay between marketing mix strategies and student enrollment patterns. In response to these insights and the identified research gap, the subsequent Research Methodology section delves into a quantitative exploration of these dynamics. Specifically, it investigates how EWOM mediates the relationship between marketing mix strategies employed by Jordanian universities and the international students’ decision-making processes. This investigation is anchored in a methodical data collection approach, targeting a diverse cohort of international students across various Jordanian universities, to offer a comprehensive understanding of these interactions.

Research Methodology

This study employed a quantitative research approach with an exploratory and descriptive design to investigate the impact of marketing mix strategies on international students’ decisions regarding their study destination in Jordanian universities, with a focus on Electronic Word of Mouth (EWOM) as a mediating factor. To gather data, a comprehensive questionnaire was administered to a diverse sample of 2000 recently enrolled international students in both public and private universities across Jordan. The response rate was 61%, and the participants represented six major universities, ensuring a broad representation of the student population. The questionnaire was meticulously developed, comprising two sections: The first section collected data on respondents’ demographic and academic profiles, such as age, gender, nationality, level of study, type of program, and funding sources. The second section delved into students’ perceptions of marketing mix elements (product, place, price, promotion) and EWOM, evaluated on a five-point Likert scale. The design and questions of the questionnaire were based on an extensive literature review and previous research, including works by Asaad et al. (2015), Chapleo and O’Sullivan (2017), and Hung (2021). The relevance and validity of the EWOM questions were ensured by deriving them from prior studies like Xie et al. (2020) and Jiang and Fan (2021).

A pilot study involving 30 international students from various universities was instrumental in refining the questionnaire. The feedback obtained was used to make necessary adjustments, enhancing the clarity and relevance of the questions. Following the pilot study, the final tool for data collection was considered valid, incorporating recommendations and responses from the participants. The analytical approach of this research was grounded in a cross-sectional design, chosen for its effectiveness in analyzing the impact of external factors on human behavior, as suggested by Takase et al. (2020). This approach encompassed a series of analytical procedures: initially verifying the validity and reliability of the measurement model, followed by extracting descriptive analysis indicators to assess the application extent of the research variables. Finally, the research hypotheses were rigorously tested. These procedures, recommended by Kent (2020), were meticulously followed, utilizing SPSS and AMOS for parametric analysis based on structural equation modeling. In response to the concerns about potential respondent biases, such as hindsight bias, the study incorporated carefully phrased questions focused on specific aspects of the decision-making process rather than general reflections. This approach was adopted to minimize biases and ensure the accuracy of the data collected. To guarantee the quality and reliability of the data, the study included rigorous questionnaire design and testing, diverse sampling, and detailed analytical procedures. These measures aimed to reduce potential biases and ensure the reliability of the findings, thus enhancing the credibility of the research.

In summary, the study’s methodological rigor, marked by a comprehensive questionnaire, a diverse participant pool, a pilot study, and meticulous analytical methods, ensures the reliability and validity of the data. These methodological choices underpin the robustness of our findings. Transitioning from this solid methodological foundation, the study now unveils its findings. Anchored in a cross-sectional design and reinforced through structural equation modeling, our investigation offers a nuanced exploration of the interplay between EWOM and marketing mix strategies in shaping international students’ educational choices. The upcoming Research Findings section illuminates these dynamics, validating our hypotheses and deepening our understanding of international students’ decision-making processes in the realm of global education.

Analytical Approach

The current research was applied through a cross-sectional design based on quantitative data. This approach is widely used to determine the impact of externapproach.rs on human behaviour Takase et al. (2020). Furthermore, this approach follows a series of analytical procedures. First, the validity and reliability of the measurement model are verified. Then descriptive analysis indicators are extracted to determine the extent to which the research variables are applied. Finally, the research hypotheses are tested. These procedures were adopted in the current research based on the recommendations of Kent (2020) through the SPSS and AMOS programs used in parametric analysis based on structural equation modeling.

Research Findings

Measurement Model Estimation

According to Marsh et al. (2020), the estimates obtained from the measurement model provide insight into the level of reliability and validity of research constructs. These estimates play a crucial role in determining the testing methods for hypotheses and the interpretation of research findings, as noted by Lenggono and Tentama (2020). The measurement model’s validity was evaluated through measures of convergent validity and discriminant validity, while measures of internal consistency and composite reliability were used to assess its reliability in determining the impact of marketing mix strategies on choice decisions through EWOM. The findings from the tests of convergent validity and reliability are presented in Table 1.

Table 1.

Convergent Validity and Reliability.

Marketing mix factors	Items	Loadings	AVE	IC	CR
Product
Program suitability	P1	0.754	0.537	0.850	0.853
Language of instruction	P2	0.712
Study system	P3	0.736
Program specialization	P4	0.682
Employment opportunities of the course/the study program open a range of different job opportunities	P5	0.777
Place
University geographic locations image	L1	0.811	0.597	0.855	0.856
College location and accessibility	L2	0.781
University distance connivance	L3	0.735
Access to transport	L4	0.762
Promotion
University media campaign	M1	0.701	0.539	0.821	0.823
University brochures and flyers	M2	0.768
Educational exhibition	M3	0.722
University Internet/Web strategy	M4	0.743
Price
Program fee/Tuition fees	F1	0.791	0.577	0.842	0.845
Financial aid offered	F2	0.774
Discounts and scholarships offered	F3	0.758
Study total cost and finance	F4	0.713
EWOM
Creditability of online reviews and forums	E1	0.742	0.533	0.872	0.873
Creditability of social media post	E2	0.665
Trust of online reviews and forums	E3	0.739
Trust of social media post	E4	0.761
The level of influence that online reviews and forums had on tyour decision	E5	0.723
The level of influence that social media posts had on your decision	E6	0.748
Choice decision
I’m happy I made this university my top choice.	D1	0.824	0.570	0.866	0.869
I’m happy I decided to attend this university	D2	0.737
I have confidence in the choice of this university.	D2	0.752
I feel this university meets my expectations	D4	0.715
I recommend my friends to choose this university	D5	0.744

Table 1 presented the findings of the tests conducted to assess convergent validity using factor loadings and average variance extracted (AVE). The results indicated that the factor loadings on the latent constructs ranged from 0.665 to 0.824, while the AVE values ranged from 0.533 to 0.597. These values were higher than the recommended threshold of 0.50, which suggests that the measurement model had good convergent validity (Lee, 2019). Internal consistency was evaluated using Cronbach’s alpha coefficients, which ranged from 0.821 to 0.872, indicating good internal consistency. The composite reliability was assessed using McDonald’s omega coefficients, which exceeded the recommended threshold of 0.70, indicating good reliability for the measurement model (Goodboy & Martin, 2020). The results of the discriminant validity tests were also presented in Table 2

Table 2.

Discriminant Validity.

Factors	1	2	3	4	5	6	HTMT < 0.90
1—Product	0.733						Yes
2—Place	0.405	0.773					Yes
3—Promotion	0.442	0.431	0.734				Yes
4—Price	0.482	0.452	0.477	0.760			Yes
5—EWOM	0.502	0.498	0.513	0.508	0.730		Yes
6—Choice decision	0.511	0.506	0.525	0.518	0.531	0.755	Yes

The discriminant validity of the measurement model was evaluated using the Fornell–Larcker and Heterotrait-Monotrait (HTMT) criteria, as reported in Table 2. The Fornell–Larcker criteria were met, as the square root of AVE was greater than the correlation coefficients between the research constructs (Hilkenmeier et al., 2020). The HTMT values were also below the recommended upper threshold of 0.90 (Portoghese et al., 2020). These findings indicate that the measurement model had adequate discriminant validity.

Descriptive Analysis

The descriptive analyses results are presented in Table 3, which includes the means and standard deviations for the research variables. The means were used to determine the extent of adoption of the variables, while the standard deviations were calculated as a measure of the dispersion of the responses. The table also includes the variance inflation factor (VIF) and tolerance values, which indicate whether the dimensions of the marketing mix strategies exhibit multicollinearity.

Table 3.

Descriptive Statistics and Multicollinearity.

Factors	M	SD	VIF	Tolerance
Product	3.54	0.714	1.255	0.797
Place	3.65	0.814	1.632	0.859
Promotion	3.71	0.755	1.810	0.552
Price	3.58	0.825	1.774	0.564
EWOM	3.76	0.902	—	—
Choice decision	3.62	0.896	—	—

The descriptive statistics revealed that the dimensions of the marketing mix strategies were moderately adopted, except for promotion, which had a high level of adoption (M = 3.71, SD = 0.755). Place (M = 3.65, SD = 0.814) was ranked second, followed by price (M = 3.58, SD = 0.825) in the third rank, and product (M = 3.54, SD = 0.714) in the last rank. The mediating variable, EWOM, had a high level of adoption (M = 3.76, SD = 0.902), while the choice decision variable was at a moderate level (M = 3.62, SD = 0.896). In addition, the VIF values were all below 5, and the tolerance values were above 0.20. These findings suggest that the dimensions of the independent variable did not exhibit multicollinearity, as supported by the VIF values below the upper limit of 5 (Marcoulides & Raykov, 2019) and the tolerance values above the lower limit of 0.20 (Shrestha, 2020)

Hypotheses Estimation

Structural equation modeling was employed to estimate the effect parameters used in hypothesis testing. SEM enables the researcher to identify the goodness of fit indicators to identify the explanatory ability of the utilized model, along with extracting the values of the effect coefficients (Shi et al., 2022). Figure 1 illustrates the results of the goodness of fit indicators to test the impact of the marketing mix strategies dimensions on the choice decision.

Figure 1.

SEM of marketing mix dimensions impact on choice decision.

The model test results showed that all indicators were within acceptable ranges. The chi-squared to degrees of freedom ratio was 1.964, which is below the upper threshold of 3 (Stone, 2021). The comparative fit index (CFI) and Tucker-Lewis index (TLI) were 0.933 and 0.925, respectively, both exceeding the lower limit of 0.90 (Ximénez et al., 2022). Additionally, the root means square error of approximation (RMSEA) did not exceed the maximum limit of 0.080 (Sahoo, 2019). Table 4 presents the path coefficients used to test the hypotheses related to the impact of the marketing mix strategies dimensions on the choice decision.

Table 4.

Result of Direct Path Coefficients.

Path	B	SE	β	t	p
Product → Choice decision	0.400	0.046	.404	9.086	.008
Place → Choice decision	0.420	0.047	.425	9.680	.000
Promotion → Choice decision	0.480	0.042	.482	11.952	.000
Price → Choice decision	0.450	0.045	.453	10.466	.000

The first research hypothesis (H1) suggested that the quality of the product or program would have a significant impact on the choice decision. The findings in Table 5 supported this hypothesis, as the effect coefficients indicated that the quality of the product/program had a statistically significant impact on the choice decision (β = .404, t = 9.086, p < .05). The second hypothesis (H2) proposed that price would have a significant impact on the choice decision. The results indicated that price did indeed impact the choice decision, as supported by the effect coefficients (β = .453, t = 10.466, p < .05). The third hypothesis (H3) suggested that place would have a significant impact on the choice decision. The results confirmed this hypothesis, as the effect coefficients indicated a positive impact of place on the choice decision (β = .425, t = 9.680, p < .05). The fourth hypothesis (H4) posited that promotion would have a significant impact on the choice decision. The results supported this hypothesis, as the effect coefficients showed a positive impact of promotion on the choice decision (β = .482, t = 11.952, p < .05). Additionally, the study examined the mediating role of EWOM in the relationship between marketing mix strategies and the choice decision, using the model presented in Figure 2.

Table 5.

Result of Direct, Indirect, and Total Path Coefficients.

Path	Direct effect		Indirect effect		Total effect
Path	β	p	β	p	β	t	p
Marketing mix → Choice decision	.622	.000			.622	14.231	.000
Marketing mix → EWOM	.597	.000			.597	12.302	.000
EWOM → Choice decision	.411	.000			.411	11.518	.000
Marketing mix → EWOM → Choice decision	.622	.000	.245	.000	.867	20.735	.000

Figure 2.

SEM of the mediating role of electronic word of mouth.

The adequacy of the mediation model was verified by examining the goodness of fit indicators, which showed that they were within acceptable limits. Specifically, the ratio of chi-squared to degrees of freedom was 1.886, indicating that it was less than the upper threshold of 3 (Stone, 2021). Furthermore, the comparative fit index (CFI) and the Tucker-Lewis index (TLI) were 0.951 and 0.948, respectively, exceeding the lower limit of 0.90 (Ximénez et al., 2022). In addition, the root means square error of approximation (RMSEA) did not exceed the maximum acceptable value of 0.080 (Sahoo, 2019). Table 5 presented the path coefficients for testing the hypotheses on the influence of the marketing mix strategy on the choice decision through EWOM as a mediator variable.

Table 5 revealed that the choice decision was directly influenced by the marketing mix strategies (β = .622, t = 14.231, p < .05) and EWOM (β = .597, t = 12.302, p < .05). Additionally, EWOM had a direct impact on the choice decision (β = .411, t = 11.518, p < .05). Moreover, the marketing mix strategies had an indirect impact on the choice decision (β = .245, p < .05), thus having a total impact on the choice decision (β = .867, t = 20.735, p < .05). These results confirm the fifth research hypothesis (H5), which posits that EWOM acts as a mediator between marketing mix strategies and the choice decision.

Results Discussion and Implications

The findings of this research provide empirical support for the hypotheses that the quality of the product/program, price, place, and promotion significantly impact international students’ decision to study in Jordan. These results are consistent with previous studies that have emphasized the importance of marketing mix strategies in influencing international students’ destination study decisions (Bastiaens & Steyn, 2017; Li et al., 2023; Liu & Chen, 2021; Shkoler & Rabenu, 2023; Y. Yang & Li, 2019; X. Yang et al., 2024; Zhou & Chen, 2020). The Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) explain that individuals’ attitudes, subjective norms, and perceived behavioral control influence their behavioral intentions and subsequent actions. In the context of international students’ study destination decisions, the significant impact of product/program quality, price, place, and promotion supports the notions of attitudes, subjective norms, and perceived behavioral control. These findings suggest that international students’ attitudes toward the marketing mix strategies employed by universities, subjective norms influencing their decision-making process, and their perceived control over the choice significantly influence their enrollment decisions.

The Information Processing Theory emphasizes how individuals acquire, interpret, and use information to make decisions. The significant impact of effective marketing and communication efforts (promotion) on international students’ study destination decisions aligns with this theory. These findings highlight that the information provided by universities about their programs, services, reputation, and unique selling points influences students’ decision-making process.

Maslow’s Hierarchy of Needs suggests that individuals have diverse needs that influence their behavior. The findings of this study, indicating the significant impact of product/program quality, price, place, and promotion on international students’ decision to study in Jordan, support this theory. Effective marketing mix strategies that address students’ educational and career aspirations (product), financial needs (price), and provide a favorable location (place) can attract international students by fulfilling their various needs.

The Diffusion of Innovation Theory emphasizes the importance of promotion strategies in influencing consumer decisions. The significant impact of promotion on international students’ study destination decisions aligns with this theory. Effective communication efforts, including electronic word-of-mouth (EWOM), raise awareness and interest among prospective students, ultimately influencing their decision-making process. Furthermore, the findings highlight the significant mediating role of electronic word of mouth (EWOM) in the relationship between marketing mix strategies and choice decisions. This aligns with the integrated theoretical framework proposed in this study and supports the role of EWOM as a key factor in influencing consumer decision-making processes, as highlighted in the Information Processing Theory and the Diffusion of Innovation Theory. EWOM acts as a social influence that amplifies the impact of marketing mix strategies on international students’ study destination decisions.

Overall, these findings provide empirical evidence supporting the application of consumer behavior theories and the mediating role of EWOM in shaping international students’ study destination decisions. The insights gained from this research can assist universities in Jordan and similar contexts in developing effective marketing strategies that align with the needs and preferences of international students. The results of this research have implications for marketing practitioners and managers in universities. Firstly, the findings highlight the significance of product/program quality, price, place, and promotion in shaping consumer choices. Marketers should prioritize improving the quality of their products/programs, setting competitive prices, selecting optimal distribution channels (place), and designing effective promotional strategies to positively influence consumer decision-making. Secondly, the mediating role of EWOM underscores the importance of online reviews, ratings, and recommendations in shaping consumer perceptions and choices. Marketers should actively monitor and manage online reviews and ratings, encourage positive customer feedback, and leverage EWOM as a powerful marketing tool.

Contribution, Limitations, and Future Studies

The added value of this study lies in its contribution to the existing literature on marketing mix strategies and consumer decision-making, specifically in the context of international students’ choice to study in Jordan. This study builds on previous research by providing empirical evidence of the significant impact of product/program quality, price, place, and promotion on international students’ decision-making process. The findings also highlight the mediating role of electronic word of mouth (EWOM), adding to the understanding of how online reviews, ratings, and recommendations influence consumer choices.

Based on the information provided, here are some potential limitations of the study:

Limited Generalizability: It is important to acknowledge that the study’s findings are context-specific, focusing on international students’ choice to study in Jordan. While these insights are valuable within this context, caution should be exercised when applying them to other countries or contexts. Variations in cultural norms, institutional characteristics, and regional dynamics may influence students’ decision-making processes differently in different settings. Therefore, the generalizability of the study’s results to other contexts may be limited.

Potential for Response Biases: The study relies on self-reported data obtained through questionnaires, which introduces the possibility of response biases. Respondents’ answers may be influenced by biases such as social desirability or recall bias, potentially affecting the accuracy and reliability of the data. Researchers should be mindful of these potential biases when interpreting the results. It is important to note that participants’ perceptions and evaluations of marketing mix strategies and their impact on decision-making could be influenced by personal biases or memory limitations.

Limited Exploration of Underlying Factors: While the study primarily investigates the impact of product/program quality, price, place, and promotion on international students’ decision-making, it may not extensively examine the underlying factors within each component of the marketing mix that influence students’ choices. Although these variables are recognized as crucial aspects of the marketing mix, the study’s analysis may not delve into the intricate details and nuances of how each factor contributes to students’ decision-making processes. Further research is needed to gain a more comprehensive understanding of the specific underlying factors associated with each marketing mix component and their influence on students’ choices.

Lack of Longitudinal Design: The study adopts a cross-sectional design, capturing data at a specific point in time. As a result, it may not provide insights into the dynamic nature of students’ decision-making processes over time. Employing a longitudinal approach that tracks students’ choices and experiences over an extended period would yield a more comprehensive understanding of the factors influencing decision-making and their impact on outcomes such as student satisfaction and retention.

Limited Examination of Alternative Factors: The study primarily focuses on the impact of marketing mix strategies and electronic word of mouth (EWOM) on students’ decision-making. However, other significant factors that could influence students’ choices have not been thoroughly explored in this study. These factors may include visa regulations, safety and security considerations, cultural fit, and personal preferences. To obtain a more holistic understanding of students’ decision-making processes, future research should consider investigating these potentially influential factors that were not specifically addressed in the study.

It is important to acknowledge these limitations as they provide opportunities for future research to build upon and address these gaps in knowledge. By considering these limitations, researchers and policymakers can better understand the scope and applicability of the study’s findings and make informed decisions based on its insights. Additionally, this study suggests avenues for future research, such as exploring the impact of marketing mix elements in different industries, regions, and cultural contexts, and investigating other potential mediators or moderators in the relationship between marketing mix strategies and consumer choices. Overall, the findings of this study provide valuable insights for both academia and marketing practitioners, contributing to the understanding of marketing mix strategies and their impact on consumer decision-making in the context of international students’ destination study choices.

Footnotes

Acknowledgements

We express our gratitude to all the participants who supported and contributed to the data collection process for this study.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

ORCID iD

Hani Al-Dmour

Ethical Approval

We assure that all the methods used in this study were conducted by the appropriate guidelines and regulations of our University

Availability of Data and Material

Interested parties may request the data and materials used in this literature review from the primary author.

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The Crucial Role of EWOM: Mediating the Impact of Marketing Mix Strategies on International Students’ Study Destination Decision

Abstract

Keywords

Introduction

A Background on Jordan’s Higher Education System

Theoretical Framework

Literature Review and Hypotheses Development

Research Methodology

Analytical Approach

Research Findings

Measurement Model Estimation

Descriptive Analysis

Hypotheses Estimation

Results Discussion and Implications

Contribution, Limitations, and Future Studies

Footnotes

Acknowledgements

Declaration of Conflicting Interests

Funding

ORCID iD

Ethical Approval

Availability of Data and Material

References