Generation Z; using the AIDA model to evaluate marketing activities implications on the student application process for vocational schools; case study in Kosovo

Art Shala ()
Additional contact information
Art Shala: Faculty of Economics, University "Kadri Zeka" Gjilan, Kosovo

Technium Social Sciences Journal, 2020, vol. 14, issue 1, 310-315

Abstract: Generation Z content consumption, sharing of information and decision-making process is continuously being studied by practitioners and academia; as it is still considered in its formation. This study sheds light on the decision-making process followed by applicants that have become part of a technical vocational school in Kosovo. This study uses the AIDA model to evaluate the process for Attention development, interest creation, desire formation and action taking. 115 respondents have been part of the study. The findings from the study showcase that word-of-mouth across friends and family are of pivotal importance to respondents for awareness generation activities. Following this, the applicants have undertaken further discussions with other friends and relatives, navigated the social media pages and the website of the school to best get informed prior to taking a decision to submit their application to the school.

Keywords: Vocational schools; marketing school offer; generation z; decision-making process (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://techniumscience.com/index.php/socialsciences/article/download/2080/837 (application/pdf)
https://techniumscience.com/index.php/socialsciences/article/view/2080 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:14:y:2020:i:1:p:310-315

Access Statistics for this article

Technium Social Sciences Journal is currently edited by Tasente Tanase

More articles in Technium Social Sciences Journal from Technium Science
Bibliographic data for series maintained by Tasente Tanase ( this e-mail address is bad, please contact ).