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The objective of this study is to examine the influence of neuro-marketing on students’ decision to pursue the Electronic Marketing Department. A survey was administered to 300 students enrolled in the department, and data analysis was conducted using the AMOS software. The findings of the study revealed a significant relationship between neuro-marketing dimensions and students’ decision to choose the Electronic Marketing Department, highlighting the influential role of these independent variables in shaping students’ preferences. Specifically, the dimension of social media emerged as a significant factor in guiding students’ choice of the Electronic Marketing Department. Based on the results, it is recommended to thoroughly develop and evaluate content before its implementation.

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Neuromarketing and Its Impact on Students’ Decision to Enroll in the Electronic Marketing and Social Media Department at Zarqa University: A Field Study

  • 章节

  • 发表日期：

    2025年

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  • Mustafa S. Al-Shaikh,
  • Waleed Abdelmahdi Hatamleh

摘要

The objective of this study is to examine the influence of neuro-marketing on students’ decision to pursue the Electronic Marketing Department. A survey was administered to 300 students enrolled in the department, and data analysis was conducted using the AMOS software. The findings of the study revealed a significant relationship between neuro-marketing dimensions and students’ decision to choose the Electronic Marketing Department, highlighting the influential role of these independent variables in shaping students’ preferences. Specifically, the dimension of social media emerged as a significant factor in guiding students’ choice of the Electronic Marketing Department. Based on the results, it is recommended to thoroughly develop and evaluate content before its implementation.