Abstract
University digital marketing strategies are crucial for promoting valuable marketing content and reaching a diverse audience to enhance student enrollment. This study provided a comprehensive review of theories and research on the impact of digital marketing on university selection, identifying research gaps and suggesting directions for future research. The study summarized theoretical issues about digital marketing in higher education, students’ behavior, and the impacts of digital marketing on university selection. The study analyzed practical research. Significant differences were found in theoretical frameworks, research methodology, and the ways that digital marketing influenced university selection decisions. To fill these research gaps, a model utilizing the Technology Acceptance Model (TAM) and Information Adoption Model (IAM) along with Structural Equation Modeling (SEM) were suggested to evaluate the influence of digital marketing on students’ university selection decisions.
Keywords: Influence, Digital marketing, Theory, decision to choose a university, Practice.
JEL classifications: I, I21, I23, I25.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
