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Abstract

For the past decades, universities have been increasingly inviting public figures, industry leaders, influencers, motivational speakers, celebrities, and entrepreneurs. The aim behind that university is to develop the brand, increase visibility, global ranking and student engagement. Specifically, before COVID, the university focused on academic quality, branding, internationalization and student experience. However, after the pandemic Events, institutional digital visibility, experiential marketing and reputation are increasing. The current study is based on the S-O-R model, which represent there is a stimulus that leads to the organism and response. In the current study, the AI personalize mega event act as a stimulus, student perception as organism response lead to university choices. The objective of this paper is to investigate the impact of AI personalization event and mega events on perception. Another objective is to investigate the impact of perception on university choices. The study was conducted in the Indian Context, specifically in the Uttarakhand context. The study used a quantitative research design and stratified purposive sampling. The study used 12th, graduate and post-graduation students of the last year. The study used a priori G Power software for sample size measurement. The study used partial least squares-structured equation modelling. The study found that there is a positive relationship between the variables. The study found that the perception has a partial mediation relationship between mega event and university choices. This study is play significant role in higher education marketing.