Choosing a major in the age of digital influence: a comparative study of Generation Z in Kazakhstan and Italy
Grechi D. Mardenova L.K. Yessimzhanova S.
2025Frontiers Media SA
Frontiers in Education
2025#10
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. Copyright
cross country study , cultural influence , educational decision-making , Generation Z motivations , Italy , Kazakhstan
Text of the article Перейти на текст статьи
Department of Law, Economics, and Culture, University of Insubria, Como, Italy
Kenzhegali Sagadiyev University of International Business, Almaty, Kazakhstan
Department of Law
Kenzhegali Sagadiyev University of International Business
10 лет помогаем публиковать статьи Международный издатель
Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026