Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy
The choice of a university major significantly impacts students’ professional trajectories. Despite its importance, limited research compares the factors influencing major choice among students in different cultural contexts, such as Italy and Kazakhstan. This study explores the primary motivations...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-06-01
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| Series: | Frontiers in Education |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/feduc.2025.1587611/full |
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| author | Daniele Grechi Leila K. Mardenova Saira Yessimzhanova |
| author_facet | Daniele Grechi Leila K. Mardenova Saira Yessimzhanova |
| author_sort | Daniele Grechi |
| collection | DOAJ |
| description | The choice of a university major significantly impacts students’ professional trajectories. Despite its importance, limited research compares the factors influencing major choice among students in different cultural contexts, such as Italy and Kazakhstan. This study explores the primary motivations influencing Generation Z students’ selection of academic majors in these countries. Utilizing a survey administered to approximately 800 respondents in Italy and Kazakhstan, the research examines factors including perceived academic experience value, financial incentives, social proof and influence networks, intellectual motivations, the perceived impact of digital marketing tools, and the impact of the COVID-19 pandemic. The findings provide insights into the similarities and differences in decision-making processes among students in these countries, contributing to a deeper understanding of how cultural, economic, and marketing factors shape educational choices. |
| format | Article |
| id | doaj-art-596dab4748bd4d268d00aac524fe8690 |
| institution | Kabale University |
| issn | 2504-284X |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Education |
| spelling | doaj-art-596dab4748bd4d268d00aac524fe86902025-08-20T03:27:43ZengFrontiers Media S.A.Frontiers in Education2504-284X2025-06-011010.3389/feduc.2025.15876111587611Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and ItalyDaniele Grechi0Leila K. Mardenova1Saira Yessimzhanova2Department of Law, Economics, and Culture, University of Insubria, Como, ItalyKenzhegali Sagadiyev University of International Business, Almaty, KazakhstanKenzhegali Sagadiyev University of International Business, Almaty, KazakhstanThe choice of a university major significantly impacts students’ professional trajectories. Despite its importance, limited research compares the factors influencing major choice among students in different cultural contexts, such as Italy and Kazakhstan. This study explores the primary motivations influencing Generation Z students’ selection of academic majors in these countries. Utilizing a survey administered to approximately 800 respondents in Italy and Kazakhstan, the research examines factors including perceived academic experience value, financial incentives, social proof and influence networks, intellectual motivations, the perceived impact of digital marketing tools, and the impact of the COVID-19 pandemic. The findings provide insights into the similarities and differences in decision-making processes among students in these countries, contributing to a deeper understanding of how cultural, economic, and marketing factors shape educational choices.https://www.frontiersin.org/articles/10.3389/feduc.2025.1587611/fullcultural influenceeducational decision-makingGeneration Z motivationsItalyKazakhstancross country study |
| spellingShingle | Daniele Grechi Leila K. Mardenova Saira Yessimzhanova Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy Frontiers in Education cultural influence educational decision-making Generation Z motivations Italy Kazakhstan cross country study |
| title | Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy |
| title_full | Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy |
| title_fullStr | Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy |
| title_full_unstemmed | Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy |
| title_short | Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy |
| title_sort | choosing a major in the age of digital influence a comparative study of generation z in kazakhstan and italy |
| topic | cultural influence educational decision-making Generation Z motivations Italy Kazakhstan cross country study |
| url | https://www.frontiersin.org/articles/10.3389/feduc.2025.1587611/full |
| work_keys_str_mv | AT danielegrechi choosingamajorintheageofdigitalinfluenceacomparativestudyofgenerationzinkazakhstananditaly AT leilakmardenova choosingamajorintheageofdigitalinfluenceacomparativestudyofgenerationzinkazakhstananditaly AT sairayessimzhanova choosingamajorintheageofdigitalinfluenceacomparativestudyofgenerationzinkazakhstananditaly |