From Views to Applications: Understanding the Attention-Action Gap in Higher Education Video Advertising

Abstract

Aim of the Study: This qualitative study investigates the attention-action gap phenomenon in higher education video advertising, exploring why universities successfully capture prospective students' attention through Facebook sponsored video advertisements but fail to convert this attention into meaningful enrollment-related actions such as inquiries and applications.

Methodology: Drawing upon narrative inquiry methodology combined with student journey mapping, the research employed focus groups (n = 6 groups, 30 participants) and individual in-depth interviews (n = 15) with prospective and recently enrolled students at five private universities in Lahore, Pakistan. The study was theoretically grounded in the AIDA model and Uses and Gratifications Theory to understand the breakdown in the consumer decision-making journey. Reflexive thematic analysis following Braun and Clarke's six-phase framework revealed four primary themes explaining the conversion failure: (1) Insufficient Information Depth, (2) Call-to-Action Ambiguity, (3) Trust and Authenticity Concerns, and (4) Decision Complexity Paralysis.

Findings: Findings indicate that while university video advertisements excel at generating initial attention through high-quality visuals and emotional storytelling, they systematically fail at the action stage due to weak, generic, or absent calls-to-action, lack of clear next-step pathways, and over-reliance on brand awareness rather than conversion-oriented messaging.

Conclusion: The study proposes the BRIDGE Framework (Build trust, Reduce friction, Inspire action, Demonstrate value, Guide next steps, Enable immediate response) as a practical contribution for higher education marketers seeking to close the attention-action gap. Implications for university marketing practice, theoretical contributions to higher education advertising literature, and directions for future research are discussed.