A research on digital marketing strategies in the global higher education market and the role of dijital marketing channels influence international students' decision in choosing university abroad

This study has analyzed the information needed by international students planning to study abroad and the digital and traditional channels they use along with the factors influence their decision in choosing university abroad and particularly we tried to figure out the role of digital marketing channels for international students within their decision making process for choosing university abroad. The relationships between the variants have been analyzed based on the model which has been formed at the end of our literatüre review along with the help of the survey research applied to 481 participants from 65 countries. Based on the results from the analysis, many new findings, which were not mentioned on the reviewed literatüre before, that influence international students' decision have been obtained, and new advices have been given to universities planning to gain more students from global higher education market after having examined our survey result.