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Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman
Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman
Doctoral Dissertations and Projects
U.S. Higher Education institutions (HEIs) have faced declining enrollment since 2011. At the same time, the generational cohort of first-time freshman changed from Millennials to Gen Z students, bringing with them a change in wants, needs, and values. A qualitative multiple case study was conducted to understand how to attract Gen Z students to Higher Education Institutions. The two research questions were: 1) What marketing strategies are successful HEIs using to attract Generation Z students? and 2) What are they doing differently to attract Gen Z compared to Gen X or Y? This study was based on marketing theory, generational …
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
Association of Marketing Theory and Practice Proceedings 2021
YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.