The DOI matches its Crossref record.
Differences in Characteristics of Online versus Traditional Students: Implications for Target Marketing
Abstract
This study provides insight for educators and administrators into differences between students enrolled in Web-based and traditional classes as online learning enters the growth stage of its product life cycle. We identify characteristics that differentiate online students from those who prefer traditional education methods in order to offer more effective marketing techniques for attracting and retaining online students. Results of the study suggest that students in traditional classes have higher perceptions of performance and financial risk than their online counterparts. Social character was another important factor determining the choice of traditional over online learning. Recommendations to assist administrators in increasing enrollment in their online programs are presented.
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The sample drawn from a single group of undergraduate students in Italy and an online university limits the generalizability of the findings to other student populations.
“our sample was drawn from a single group of undergraduate students within one cultural context (Italy) and the specific setting of an online university, with students that may differ from those in traditional university environment (Pentina and Neeley, 2007). This unique composition may limit the generalizability of our findings to other student populations.”
From Risk and protective factors in academic burnout: exploring the mediating role of interpersonal emotion regulation in the link with social support (2025) · cites this paper as Pentina and Neeley, 2007
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Cited by
Sorted by citations
Messina, I., Rossi, T., Maniglio, R., Loconsole, C., & Spataro, P. (2025) · Frontiers in Psychology · doi:10.3389/fpsyg.2025.1536951 · Cited by 7
Metadata
- Authors
- Pentina, I., & Neeley, C.
- Affiliations
- University of North Texas (US)
- Central Michigan University (US)
- ORCID
- Pentina, Iryna
- Venue
- Journal of Marketing for Higher Education
- Publisher
- Informa UK Limited
- Published
- 2007-08-22
- Volume
- 17
- Issue
- 1
- Pages
- 49-65
- ISSN
- 0884-1241 (ISSN-L)
- 1540-7144
- OpenAlex
- W2069178047
- Cited by
- 34
- References
- 0
- Citations by year
- 2025: 2 · 2023: 1 · 2022: 2 · 2021: 4 · 2020: 4 · 2018: 4 · 2017: 1 · 2016: 5 · 2015: 1 · 2014: 2 · 2013: 2
- FWCI
- 2.94
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing for HIGHER EDUCATION (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Education › Online and Blended Learning
- Social Sciences › Education › Digital Transformation of Higher Education
- Social Sciences › Education › Management and Marketing Education
- Keywords
- online learning, student characteristics, targeted marketing, higher education marketing, student retention, perceived performance, financial risk perception, social character
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