From clicks to campus: how AI-powered digital marketing shapes student enrollment decisions

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 and indirect effects of AI-powered digital marketing on student enrollment decisions in the United Arab Emirates (UAE), with student engagement serving as a mediating variable in light of the technology acceptance model and self-determination theory. Design/methodology/approach The study is adopting a mixed-methods approach; the research integrates quantitative data from 410 survey responses with qualitative insights drawn from semi-structured interviews with 15 university students. The study applied partial least squares structural equation modeling (PLS-SEM) in order to analyze data through SmartPLS 4 program. Findings The quantitative findings revealed that AI-driven digital marketing significantly enhances both student engagement and enrollment outcomes, with engagement partially mediating this relationship. According to the qualitative results, thematic analysis was applied to analyze students’ interview data. Findings revealed that the key drivers of engagement are personalization, interactivity and responsiveness, while peer influence, parental input and the quality of personalized content shape final enrollment decisions. Originality/value The study findings highlight that while AI tools effectively capture attention and foster meaningful engagement, human and social factors play a vital role in the decision-making process. The study provides practical recommendations for higher education marketers to integrate AI technologies with traditional outreach strategies in order to build trust, increase engagement and improve conversion rates from digital interaction to enrollment.