Assessing the Impact of Paid Media on Student Enrollment Decisions in Croatian Higher Education: A Comparative Analysis of Media Types
Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: Communication is essential in marketing, connecting organizations with their target audiences. However, not all media types hold equal value in customer decision-making. This exploratory study examines the relevance and frequency of use of paid, owned, and earned media in higher education from students’ perspectives. The focus is on paid media due to its high costs and its role in influencing prospective students’ choices. The findings show that owned media are the primary source of information, while paid and earned media play lesser roles. These insights can guide higher education institutions in optimizing communication expenses and improving audience engagement.
Authors: Boris Marjanović, David Košara
Institution: Istarsko veleučilište
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
SDG: Quality education
Open Access status: gold
OpenAlex ID: W4408619314