Document Type
Conference Proceeding
Publication Date
2022
Abstract
This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.
Recommended Citation
Pharr, Julie M., "Facilitating the Choice of College Major Using the Consumer Decision Process, Content Marketing, and Social Media" (2022). Association of Marketing Theory and Practice Proceedings 2022. 25.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/25
