Digital vs. Traditional: Comparing Sales Students' Initial Post- College Career Search Preferences Before and After COVID-19

Document Type

Article

Publication Date

12-2023

Publication Title

Journal of Applied Marketing Theory

DOI

10.20429/jamt.2023.100202

Abstract

This study explores the impact of the COVID-19 pandemic on the career search strategies of college students studying professional sales. The research consists of a post-pandemic study that is compared to a previous study conducted pre-pandemic in 2019. The paper investigates the preference of sales students for digital media versus face-to-face interactions in their career searches. The pre-pandemic study revealed that while sales students engaged with digital media, they still heavily relied on traditional methods. The post-pandemic results differed primarily in students’ interviewing preferences. Despite the challenges posed by the pandemic, students continue to utilize both online and traditional resources. The findings shed light on the perception and behaviors of sales students in the context of searching for career positions amidst the pandemic. These insights are valuable for educators, career service professionals, and employers seeking to understand and support students’ evolving needs in a rapidly changing environment.

Comments

Georgia Southern University faculty members, Linda G. Mullen and Michael L. Thomas co-authored Digital vs. Traditional: Comparing Sales Students' Initial PostCollege Career Search Preferences Before and After COVID-19 .

Copyright

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