AI-Driven Digital Marketing in Higher Education: A Bibliometric Analysis of College Choice Intention Research, 2022–2026

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This study maps the intellectual structure of research on AI-driven digital marketing in higher education and its relationship to college choice intention, where the literatures on AI acceptance and student recruitment have developed separately. Methodology A bibliometric analysis of 430 Scopus-indexed articles (2022–2026) was conducted in VOS viewer. A three-block Boolean search combined digital marketing, artificial intelligence, higher education and college choice constructs, analysed through network, overlay and density visualisations. Findings Output grew from 11 articles in 2022 to 197 in 2025, with 76.28 per cent of the corpus appearing in the final two years. Social Sciences (36.5%) and Computer Science (17.3%) dominate. “Artificial intelligence”, “behavioural intention” and “technology acceptance model” form the conceptual core, whereas enrolment intention, student recruitment and digital trust remain peripheral. China leads output (24.4%), indicating a shift in knowledge production towards Asia and the Middle East. Research limitations Reliance on a single database and on English-language articles may under-represent developments first reported in conference proceedings. Practical implications: Institutions should evaluate chatbots, generative content and virtual tours by their effect on perceived authenticity and trust rather than engagement alone. This is the first study to map digital promotion, artificial intelligence and college choice intention within a single corpus covering the generative AI era, proposing a four-layer framework linking technology quality, information quality, psychological response and behavioural outcomes​.

Discourse Deixis in Vietnamese Online News Headlines: Pragmatic Strategies and Ethical Implications

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The proliferation of digital news platforms and engagement-driven algorithms has fundamentally restructured standard journalistic routines. Consequently, the rapid influx of information and intense competition for audience attention have transformed news headlines from simple summary labels into strategic discourse products. This study investigates the pragmatic deployment and functions of discourse deixis in modern Vietnamese online news headlines. Focusing on how deictic signals operate as cognitive guidance tools and triggers for reader curiosity, the research examines the functional balance between communicative engagement and journalistic ethics. Adopted within a framework of corpus-assisted discourse-pragmatic analysis supplemented by descriptive statistics, the study analyzed a corpus of 300 online headlines sampled across four major Vietnamese news outlets (VnExpress, Tuoi Tre Online, Dan Tri, Znews) published between 2024 and 2026.

The findings indicate that forward-pointing cataphora relying on masked referents constitutes the most prevalent strategy (42.3%, n=127), followed by interrogative framing (28.0%, n=84), direct address structures (15.3%, n=46), and dramatized temporal/spatial deixis (14.3%, n=43). While these strategies appear pragmatically designed to induce curiosity and lower friction for audience attention, the excessive reliance on artificial information gaps presents notable ethical challenges, including potential user deception and long-term public trust erosion. The study proposes a conceptual model of headline curiosity-gap construction alongside editorial principles, such as “Cognitive Balance” and “Transparent Deixis,” to inform responsible headline composition in digital newsrooms.

The Korean Wave in India: Exploring Cultural Influence through OTT Platforms (Fashion, Beauty& Skincare, Food)

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This study examines the role in promoting Korean culture and influencing young youth through OTT platforms like Amazon prime video, Netflix, and YouTube which have significantly altered how people consume media and made it simpler for viewers to obtain content from around the globe. Not only in India but among other overseas entertainment channels, Korean content including K-dramas, K-pop movies, and reality show, has grown immensely popular among Indian youth, and has simultaneously influenced their cultural preferences, lifestyle choices, beauty- trends, and language interest. It also emphasizes the market and industry reports highlighting the growth of OTT platforms, revenue generation, and market flow. However, social media helps in cross-cultural communication and influence among younger audiences in India. Research on long – term social cultural effect of Korean influence on Indian society is still limited. The study concludes that the OTT platforms have become significant mediators of cultural globalization and growing Korean market expansion in India. It also encourages cross cultural exchange and blending between Indian and Korean cultures. Future research should focus on the long-term repercussions of these cultural shifts.

Seanova (Sea Organic Value Innovation) As a Resource Recovery Innovation for Enabling Responsible Food Production: A Case Study in PLN Indonesia Power UBP Adipala

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Irresponsible food production generates organic waste and greenhouse gas emissions that damage the environment, yet resources with potential value are often left unused, particularly Sea organic residue produced from industrial cooling water operations. Research specifically examining how such Sea organic waste can be converted into recovered resources within a responsible food production framework remains limited. This study aims to analyze the mechanism of Seanova, an innovation that transforms Sea organic resources into recovered resources supporting a more responsible food production system. A qualitative method with a case study approach was employed, using secondary data from internal company reports and relevant literature, analyzed descriptively. The results show that Sea biota waste generated from the pump system reached an average of 312 kilograms per year, with a potential emission reduction of 435.7 kilograms of carbon dioxide equivalent per year when properly managed. Monitoring data recorded a total residue of 218 kilograms over an eight-month period. Fish products were found to contribute the highest food loss and waste percentage among animal-based commodities in the region. The processed Sea residue was found to contain minerals suitable as poultry feed ingredients. These findings indicate that Seanova contributes to waste reduction, resource value recovery, and the strengthening of a more sustainable local food production system.

An Empirical Study on High-Quality Development of Vietnam’s Tourism Management Empowered by Chinese Language Services

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With the deepening of economic, trade, cultural and tourism cooperation between China and Vietnam, China has remained the largest source of inbound tourists for Vietnam for consecutive years. Chinese language service capacity has become one of the core elements for the upgrading of Vietnam’s tourism management system. To explore the internal correlation between Chinese language services and the high-quality development of Vietnam’s tourism management, this study adopts questionnaire survey, interview and statistical analysis methods. Taking 320 tourism enterprises, 450 tourism practitioners and 600 Chinese inbound tourists in four core tourist cities of Vietnam (Hanoi, Da Nang, Nha Trang and Ho Chi Minh City) as research samples, this paper systematically analyzes the current situation, existing problems and optimization paths of Chinese language services in Vietnam’s tourism industry. The research results indicate that the coverage rate of Chinese language services in Vietnam’s tourism industry reaches 78.4%, while the qualified rate of professional Chinese language services is only 42.6%. The Chinese proficiency of tourism practitioners, specialized competence in Chinese cultural and tourism services, supporting facilities for bilingual services, and Chinese language service management mechanisms significantly positively influence the travel experience and revisit intention of Chinese tourists (P<0.05). At present, Vietnam’s tourism management faces core challenges including structural shortage of professional Chinese talents, absence of standardized Chinese language service systems, insufficient integration of cultural tourism and language services, and lagging digital Chinese language services. Based on the theories of language economics and service quality management, this study proposes optimization strategies from five dimensions: talent cultivation, standard construction, facility upgrading, mechanism improvement and digital empowerment. The findings aim to improve the language service and management system of Vietnam’s tourism industry, enhance the quality of cross-border cultural and tourism services between China and Vietnam, facilitate the standardized, international and high-quality development of Vietnam’s tourism industry, and provide theoretical references and practical implications for the integrated development of cross-border cultural tourism between the two countries.

Peer Interaction and Emotional Resilience Among Early Adolescents: A Correlational Study of Junior Secondary School Students

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This study aimed to empirically investigate the relationship between peer interaction and emotional resilience among seventh-grade students at MTs As-Salam Palembang. A quantitative research approach was employed in this study. This study employed a quantitative research method. The population consisted of 263 seventh-grade students at MTs As-Salam Palembang, distributed across six classes: 44 students in class VII A, 44 students in class VII B, 44 students in class VII C, 44 students in class VII D, 43 students in class VII E, and 44 students in class VII F. Based on the Isaac and Michael sampling table with a 5% margin of error, 149 students were selected as the research sample. Meanwhile, the remaining 101 students were involved in the instrument tryout Data were collected using questionnaires administered both directly and through online platforms. The research instruments employed a Likert scale consisting of the Emotional Resilience Scale and the Peer Interaction Scale. Based on the results of the simple linear regression analysis, the correlation coefficient was r = 0.508 with a significance value of p = 0.000, indicating a highly significant positive relationship between Peer Interaction and Emotional Resilience among seventh-grade students at MTs As-Salam Palembang. The coefficient of determination (R²) was 0.258, indicating that Peer Interaction contributed 25.8% to Emotional Resilience, while the remaining 74.2% was influenced by other factors outside the variables examined in this study. There is a very significant relationship between peer interaction and emotional resilience among seventh-grade students at MTs AsSalam Palembang. This means that the better the interaction between students and their peers, the higher their emotional resilience. Conversely, the lower the quality of peer interaction, the lower the students’ emotional resilience tends to be.

Protect, Preserve, and Conserve in Environmental English: A Corpus-Based Analysis of Collocation and Semantic Preference

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Environmental discourse frequently employs the near-synonymous verbs protect, preserve, and conserve to describe forms of ecological stewardship. Although the three verbs share a broad semantic domain, their actual distribution may reveal differences in collocational behavior and semantic preference. This study investigates the collocational profiles and semantic preferences of protect, preserve, and conserve in contemporary environmental English using a specialized 10-million-word corpus, the Contemporary Environmental English Corpus (CEEC-10M), comprising policy and treaty documents, academic environmental writing, and environmental journalism published between 2016 and 2026. Using AntConc 4.2, the study examines the target verbs and their recurrent collocates within a symmetrical L5-R5 window. Candidate collocates are filtered using a minimum raw-frequency threshold of 15 and an MI threshold of 4.5, followed by concordance inspection and semantic categorization. The results indicate three partially overlapping but distinguishable lexical profiles. Protect shows a broad preference for vulnerable people, species, habitats, ecosystems, and other entities conceptualized as exposed to harm or external pressure. Preserve is more strongly associated with biodiversity, cultural heritage, integrity, historical sites, and existing ecological or cultural states, suggesting a preference for continuity and maintenance. Conserve is particularly associated with water resources, energy, natural resources, soil, and ecosystems, reflecting a stronger orientation toward resource management and sustainable use. The findings demonstrate that near-synonymous verbs cannot be adequately distinguished through dictionary definitions alone. Corpus evidence provides a more precise account of their preferred lexical and semantic environments and offers implications for Environmental English, English for Specific Purposes, and advanced EFL vocabulary instruction.

The Relationship between New Media Literacy and Social Media Addiction Among University Personnel

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This study examines the relationship between new media literacy and social media addiction among university personnel. Designed as a quantitative study using correlational survey and causal-comparative designs, it included 237 academic and administrative staff members at Istanbul Gelisim University. Data were collected with the New Media Literacy Scale and the Social Media Addiction Scale and analyzed using Mann–Whitney U, Kruskal–Wallis H, and Spearman rank-order correlation. Findings show that participants had high new media literacy levels, while social media addiction scores clustered toward the upper end of the scale range. Significant differences emerged in functional consumption by gender, in selected dimensions by age and education level, and in most new media literacy dimensions by the most frequently used platform. The most notable result was a strong positive relationship between total new media literacy and total social media addiction scores (r = .806; p < .001). These findings suggest that digital competence does not automatically ensure controlled use.

Formation of the Topography and Developmental Dynamics of the Kitab-Shahrisabz Oasis

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This study examines the formation of the historical topography and the developmental dynamics of the Kitab-Shahrisabz Oasis in southern Central Asia from antiquity to the early twentieth century. The aim is to reconstruct the principal stages of urban development of Kitab and Shahrisabz and to clarify the historical relationship between these two urban centers and the ancient city of Kesh. The study is based on archaeological, topographical, architectural, historical, and ethnographic evidence obtained through field investigations and the analysis of published and archival sources. Particular attention is given to the results of the Kesh Archaeological and Topographical Expedition (KATE), whose investigations in the 1960s provided important evidence for the reconstruction of the ancient and medieval urban landscape.

The archaeological evidence indicates that the earliest urban development within modern Kitab dates to the third-second centuries BCE, while the ancient settlement reached its peak during the Kushan-Kangju period. The remains of defensive walls, the citadel at Qalandar-tepa, cultural deposits, ceramics, coins, and architectural materials demonstrate the long-term continuity and transformation of the settlement. In contrast, archaeological evidence from Shahrisabz indicates predominantly rural occupation during the Early Medieval period, with intensive urban development beginning in the ninth–twelfth centuries. The study therefore supports the hypothesis that ancient Kesh was located on the site of modern Kitab rather than Shahrisabz. At the same time, the subsequent transfer of the political and economic center to Shahrisabz contributed to its transformation into a major urban, cultural, and architectural center under the Timurids.

Management of Experiential Activities in Primary Schools in the Context of Digital Transformation: A Case Study at a Public Primary School in Hanoi, Vietnam

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Background: Digital transformation is reshaping the management of teaching and educational activities in primary schools. This study examined experiential-activity management at one public primary school in Hanoi.

Methods: A qualitative case study was conducted in May 2026 using interviews with 11 purposively selected stakeholders, direct observation, activity outputs, school records, and digital materials. Data were analysed through the Plan-Do-Check-Act (PDCA) cycle.

Results: The school had digitised plans, used online coordination, encouraged digital learning resources, and begun collecting electronic evidence. However, plans were not updated regularly; infrastructure was unstable; monitoring criteria and instruments were not standardised; pupil and parent feedback was limited; and improvement remained situational.

Conclusion: Effective management requires a systematic, data-informed, and continuously improving PDCA process rather than isolated digital-tool use.

Contribution to literature: The study provides case-based evidence from a Vietnamese public primary school and clarifies the conditions required for digitally supported experiential-activity management.