Modern technologies and digital media significantly transform the way young adults perceive marketing communication and make purchasing decisions. The aim of this study is to identify the importance of digital marketing communication channels and formats in shaping young adults’ attitudes and consumer behaviours towards extracurricular educational services. The research is based on a review of the relevant literature and an empirical survey conducted using an online questionnaire among secondary school students and university students. The non-random sample included 232 respondents. The findings indicate that social media are the key source of information about extracurricular educational services among young adults, while video and audiovisual content have the greatest impact on their attention and interest in educational offers. The effectiveness of online marketing activities was found to be moderate, yet dependent on respondents’ age and educational stage. Moreover, young consumers expect authentic, engaging, and personalized messages that clearly communicate the value of supplementary educational offers. The results may provide useful insights for educational institutions seeking to adapt their communication strategies to the dynamic expectations of the young generation of consumers.

Modern technologies and digital media significantly transform the way young adults perceive marketing communication and make purchasing decisions. The aim of this study is to identify the importance of digital marketing communication channels and formats in shaping young adults’ attitudes and consumer behaviours towards extracurricular educational services. The research is based on a review of the relevant literature and an empirical survey conducted using an online questionnaire among secondary school students and university students. The non-random sample included 232 respondents. The findings indicate that social media are the key source of information about extracurricular educational services among young adults, while video and audiovisual content have the greatest impact on their attention and interest in educational offers. The effectiveness of online marketing activities was found to be moderate, yet dependent on respondents’ age and educational stage. Moreover, young consumers expect authentic, engaging, and personalized messages that clearly communicate the value of supplementary educational offers. The results may provide useful insights for educational institutions seeking to adapt their communication strategies to the dynamic expectations of the young generation of consumers.