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Keywords: Digital marketing
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Journal Articles
From clicks to campus: how AI-powered digital marketing shapes student enrollment decisions
Available to Purchase
Asia-Pacific Journal of Business Administration 1–20.
Published: 13 October 2025
...Ajayeb Salama AbuDaabes; Hany Mamdouh Selim; Rawa Hijazi Purpose In an increasingly competitive higher education landscape, institutions are leveraging artificial intelligence (AI) to optimize digital marketing strategies and attract prospective students. This study examines the direct...
Journal Articles
Tailoring the digital pitch: gender-specific strategies for maximizing social media ad impact on purchase intention
Available to Purchase
Asia-Pacific Journal of Business Administration (2025) 17 (5): 1393–1420.
Published: 23 January 2025
... has reached US$ 268.70 bn in 2023 (Dencheva, 2023). It is expected to achieve an annual growth rate of 9.40%, resulting in a projected market volume of US$ 384.90 bn by 2027 (Statista, 2022). Social media advertisement is a digital marketing practice in that advertisers pay fees to social media...
Journal Articles
Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives
Available to PurchaseMohammad Iranmanesh, Madugoda Gunaratnege Senali, Behzad Foroughi, Morteza Ghobakhloo, Shahla Asadi, Erfan Babaee Tirkolaee
Asia-Pacific Journal of Business Administration (2024) 16 (5): 1067–1092.
Published: 02 April 2024
... Mobile shopping apps Behavioural intention Digital marketing Online shopping Companies employ cutting-edge technologies in the current competitive market employ to provide pleasant shopping experiences (Ozturkcan, 2021). Augmented Reality (AR) offers customers a pleasant real-world shopping...
