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Digital Content Marketing's Role in the Consumer Journey in Deciding to Enlist in the United States Army.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Digital Content Marketing's Role in the Consumer Journey in Deciding to Enlist in the United States Army./
Author:	Machado, James C.
Description:	1 online resource (211 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-02, Section: A.
Contained By:	Dissertations Abstracts International85-02A.
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9798380133005

Digital Content Marketing's Role in the Consumer Journey in Deciding to Enlist in the United States Army.
Machado, James C.

Digital Content Marketing's Role in the Consumer Journey in Deciding to Enlist in the United States Army. - 1 online resource (211 pages)

Source: Dissertations Abstracts International, Volume: 85-02, Section: A.

Thesis (Ph.D.)--The University of North Carolina at Chapel Hill, 2023.

Includes bibliographical references

On the heels of an ongoing U.S. Army recruiting crisis and using in-depth interviews with 15 contracted Army recruits and 10 recently retired Army recruiters, this study examined the Army's recruiting process through the lens of the consumer journey and use of paid, owned, and earned digital content marketing (DCM). Use of DCM by the two parties was also compared using the co-orientation model to examine how each party used DCM and perceived use by the other party. Based on in-depth interviews, this study found that both parties agreed that the selection of Military Occupational Skill (MOS) and the fit of that MOS into the recruits' future goals was the most important factor in choosing to enlist. Further, recruits had to realize a need and see how the Army could fit that need to consider joining and findings revealed five themes - steppingstone in career skills, GI Bill benefits, escape from current life, Adventure, and Tuition Assistance while serving - for how the Army fits those needs. To reach such a decision, recruits learn most of their brand awareness through earned DCM's mass media news, non-digital earned DCM, usually through face-to-face interactions with recruiters along with veteran and serving family and friends, and then owned and earned electronic word of mouth DCM sources. Matching past research, findings revealed very low consumption and effects from paid DCM advertising mainly due to changes in consumption habits toward commercial-free streaming services, a vital reliance on owned DCM to understand the job options, and a complementary reliance on earned DCM electronic word of mouth to validate owned DCM information. Co-orientation analysis revealed that recruiters and recruits' use of DCM match for paid and owned content such as goarmy.com but differed in the other areas of analysis. Findings from this study provide further insight into current recruiting trends for HRMT, use of DCM during job-seeking activities, vocational decision-making, Generation Z's career values, and use of the co-orientation model in a qualitative study.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798380133005Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

ArmyIndex Terms--Genre/Form:

554714
Electronic books.

Digital Content Marketing's Role in the Consumer Journey in Deciding to Enlist in the United States Army.
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