Abstract
Enhancing student experience and increasing student satisfaction with Higher Education Institutions (HEIs) services is a critical factor in achieving a competitive advantage for HEIs. This study explores the concepts of affective digital twin and emotional marketing as innovative strategies to enhance student engagement, improve student satisfaction, and enhance their attachment to HEIs. This study aims to clarify the implications of integrating affective digital twin with emotional marketing to foster sustainable relationships between students and HEIs while enhancing the competitive advantage of HEIs. A qualitative descriptive research approach, including a review of previous literature, was used to analyze the impact of these strategies on student experience and satisfactions. The results indicate that affective digital twin contributes to personalized learning experiences by tracking and analyzing student emotions and providing dynamic responses, while emotional marketing enhances student loyalty through effective communication strategies rooted in personal values and experiences. The integration of both strategies improves student satisfaction, increases enrollment and retention rates, and enhances the competitive position of institutions. The study recommends that HEIs adopt an integrated approach combining affective digital twin and emotional marketing to ensure an interactive, student-centred learning experience, leading to a sustainable competitive advantage.