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Original Research | Marketing | Volume 15 Issue 5, May 2026 | Pages: 1766 - 1772 | Malaysia
Beyond Feedback: The Role of AI-Assisted Feedback in Shaping Student Engagement and Academic Performance in Marketing Education
Abstract: This study examines the impact of AI-assisted feedback on student engagement and academic performance in marketing education, with student engagement as a mediating variable. A quantitative cross-sectional survey design was employed, and data were collected from 260 undergraduate students enrolled in the Faculty of Business and Management at Universiti Sains Malaysia. Data were analyzed using SPSS and SmartPLS 4 through structural equation modeling. The findings indicate that AI-assisted feedback significantly enhances student engagement and directly improves academic performance. Student engagement also demonstrates a significant positive effect on academic performance and partially mediates the relationship between AI-assisted feedback and academic outcomes. The results suggest that timely, adaptive, and personalized AI-driven feedback can improve both learning participation and academic success in higher education marketing courses. The study contributes to the growing literature on AI in education by clarifying the psychological pathway linking AI-supported feedback and academic achievement.
Keywords: AI-assisted feedback, artificial intelligence in education, student engagement, academic performance, marketing education, higher education, educational technology
How to Cite?: Rasha Ahmed Afify, Rehab Ahmed Afify, "Beyond Feedback: The Role of AI-Assisted Feedback in Shaping Student Engagement and Academic Performance in Marketing Education", Volume 15 Issue 5, May 2026, International Journal of Science and Research (IJSR), Pages: 1766-1772, https://www.ijsr.net/getabstract.php?paperid=SR26525002702, DOI: https://dx.dx.doi.org/10.21275/SR26525002702