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Learning by Tweeting: Using Twitter as a Pedagogical Tool

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Journal of Marketing Education Volume 33, Number 2, ISSN 0273-4753


Marketing professionals use Twitter extensively for communicating with and monitoring customers, for observing competitors, and for analyzing chatter concerning brands, products, and company image. Can professors use Twitter to engage students in conversation about a marketing course? The authors argue that Twitter has many benefits for marketing educators who are interested in engaging students in experiential learning. In a real-time environment for student learning, professors may use Twitter for direct communication with students to generate discussion and interest in the course topics and examples. Just as marketers use Twitter to generate interest, discussion, and brand image, educators can use Twitter to generate this interest in a course through social media. Furthermore, Twitter is a fast, easy method for making announcements, solving student issues, and performing course-related administrative duties. In three studies, both quantitative and qualitative data suggest that when students engage in Twitter use with the professor, students feel better prepared for future careers. In addition, students indicate that Twitter facilitates achieving traditional educational goals. The qualitative data offer insights into potential problems. Suggestions for educators interested in using Twitter are offered. (Contains 1 figure and 4 tables.)


Rinaldo, S.B., Tapp, S. & Laverie, D.A. (2011). Learning by Tweeting: Using Twitter as a Pedagogical Tool. Journal of Marketing Education, 33(2), 193-203. Retrieved April 24, 2019 from .

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Cited By

  1. Bridging Informal and Formal Learning through a Twitter-Supported Instructional Activity

    Fei Gao & Kent Darr, Bowling Green State University, United States

    Society for Information Technology & Teacher Education International Conference 2016 (Mar 21, 2016) pp. 2024–2030

  2. Preservice Teachers’ Microblogging: Professional Development via Twitter

    Jeffrey Carpenter, Elon University, United States

    Contemporary Issues in Technology and Teacher Education Vol. 15, No. 2 (June 2015) pp. 209–234

  3. Using Social Media as a Tool for Learning: A Multi-Disciplinary Study

    Julie A. Delello, Rochell R. McWhorter & Kerri M. Camp, The University of Texas at Tyler, United States

    International Journal on E-Learning Vol. 14, No. 2 (2015) pp. 163–180

  4. Enhancing learning with the social media: student teachers’ perceptions on Twitter in a debate activity

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    Journal of New Approaches in Educational Research (NAER Journal) Vol. 4, No. 1 (Jan 15, 2015) pp. 46–53

  5. The Effectiveness of Twitter as an Adjunctive Pedagogical Tool for Online Statistics Education: An Empirical Study

    Ami Gates & Jeremy Bolton, Kaplan University, United States

    Society for Information Technology & Teacher Education International Conference 2015 (Mar 02, 2015) pp. 3169–3175

  6. Valuing Teachers' Diverse Attitudes to and use of Social Media

    Alison Fox, School of Education, University of Leicester, United Kingdom

    EdMedia + Innovate Learning 2014 (Jun 23, 2014) pp. 2688–2693

  7. The Characteristics of Social Networking Site(SNS) for learning and its Benefit for Affective Learning

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    EdMedia + Innovate Learning 2014 (Jun 23, 2014) pp. 1769–1807

  8. Enhancing student achievement through quality content on Twitter

    James Bissell, Robert Morris University, United States

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  9. Twitter Usage in Higher Education

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