Perception of Marketing Communication and University Choice Intention of Generation Z in Bangkok

Abstract

This study examined how Generation Z perceived marketing communication of universities as well as how and why they had the intention to choose a certain university. The study used a qualitative method to obtain a rich understanding of the study topic. The research was conducted using a combination of purposive sampling and snowball sampling. Semi-structured interviews were used to capture the primary data with twenty Thai high school students residing in Bangkok, ages ranging from 15 to 18. The study revealed that Generation Z students were aware of marketing communication implemented by universities. Generation Z students understood that the institutions aimed to create awareness and recruit future students. Once the marketing communication content gained their attention, they usually searched the Internet for more information. They also enjoyed engaging in marketing communication activities such as academic camps that were beneficial for them. In addition, they followed online influencers, who were current university students, to explore student lifestyles on campus. Even though the high school students tended to say that they had made decisions by themselves, they were likely to be influenced by e-word of mouth from their lifestyle reference groups such as online influencers, and peers. High school students decide on their university choices due to university reputation, budget, passion, and lifestyle of nano-influencers. Therefore, this study suggests that universities should provide their high school target audience with both informative and lifestyle content. Universities should team up with their current students, who have established their online presence to strategically create awareness for universities.