You are here:

Is Twitter for the Birds? Using Twitter to Enhance Student Learning in a Marketing Course
ARTICLE

,

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

Abstract

Recent years have seen unprecedented possibilities for the use of different technologies to enhance learning in marketing courses. Given the rapid and widespread diffusion of these technologies, particularly within the demographic of the student population, it is pertinent to explore and examine how such technologies can benefit student learning. This article discusses and empirically evaluates students' experiences of using Twitter as a tool to facilitate learning in marketing courses. Although Twitter's unique characteristics were used to enhance and facilitate the learning of marketing concepts, the use of Twitter also helped illustrate marketers' use of innovative technologies and, therefore, added valuable contemporary curriculum content. Using in-depth interviews, and a questionnaire to evaluate learning outcomes, this research concludes that students' perceptions of using Twitter were largely positive, though some anticipated and unanticipated barriers emerged to incorporating Twitter into marketing courses. Recommendations for adopting Twitter into the marketing curriculum are made, and future areas for research are identified.

Citation

Lowe, B. & Laffey, D. (2011). Is Twitter for the Birds? Using Twitter to Enhance Student Learning in a Marketing Course. Journal of Marketing Education, 33(2), 183-192. Retrieved April 26, 2019 from .

This record was imported from ERIC on April 19, 2013. [Original Record]

ERIC is sponsored by the Institute of Education Sciences (IES) of the U.S. Department of Education.

Copyright for this record is held by the content creator. For more details see ERIC's copyright policy.

Keywords

View References & Citations Map

Cited By

  1. Twitter vs. Facebook: Using Social Media to Promote Collaborative Argumentation in an Online Classroom

    Marissa Owens & E. Michael Nussbaum, University of Nevada, Las Vegas, United States

    E-Learn: World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education 2016 (Nov 14, 2016) pp. 1221–1234

  2. #HowToTweetLikeAProf Best Practices for Incorporating Twitter in a College Course

    Abeera Rehmat & Marissa Owens, University of Nevada, Las Vegas, United States

    E-Learn: World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education 2016 (Nov 14, 2016) pp. 217–221

  3. 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

  4. Twitter Usage in Higher Education

    Piti Kanjanapongpaisal, Sylvia Rogers & Whitney Bryan, University of South Alabama, United States

    EdMedia + Innovate Learning 2012 (Jun 26, 2012) pp. 2145–2150

These links are based on references which have been extracted automatically and may have some errors. If you see a mistake, please contact info@learntechlib.org.