Sustainable Pathways in International Student Recruitment: The Strategic Role of Peer Referrals and Agent Engagement in Northern Cyprus

This study examines the key determinants influencing international students’ university choice decisions from the perspective of recruitment agents, an often overlooked yet critical intermediary in higher education marketing. Using a quantitative research design, data were collected using a structured questionnaire, which was administered to 474 prospective international students via participating recruitment agents’ networks. The survey measured the impact of Peer Referrals (PRs), University Image (UI), social life, Country Image (CI), and Financial Considerations (FC) on students’ Intention to Enroll (IE). Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4.0. Results indicate that Peer Referrals (PR) exert the strongest influence on students’ Intention to Enroll (IE), followed by perceptions of social life (SL) and university image (UI). These findings underscore the dual role of recruitment agents as both relational trust-builders and data-informed marketers in shaping student choices. By focusing on recruitment agents’ perspectives rather than solely institutional or student viewpoints, this research addresses a critical literature gap pertaining to international higher education. Grounded in relationship marketing and data-driven marketing theories, this study offers actionable insights for higher education managers seeking to enhance recruitment strategies, particularly in emerging destinations, such as North Cyprus. The implications are especially relevant for institutions committed to sustainable internationalization practices, aligning with sustainability’s focus on advancing long-term, ethical and inclusive growth in global education. Importantly, this research is grounded in empirical evidence, which provides a data-driven contribution rather than a conceptual or theoretical discussion.