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

TLDR: In this paper, students' perceptions of using Twitter were largely positive, though some anticipated and unanticipated barriers emerged to incorporating Twitter into marketin marketing courses, and the use of Twitter also helped marketers' use of innovative technologies and, therefore, added valuable contemporary curriculum content.

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 marketin

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Citation for published version
Lowe, Ben and Laffey, Des (2011) Is Twitter for the Birds? Using Twitter to Enhance Student
Learning in a Marketing Course. Journal of Marketing Education, 33 (2). pp. 183-192. ISSN
0273-4753.
DOI
https://doi.org/10.1177/0273475311410851
Link to record in KAR
https://kar.kent.ac.uk/28329/
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Frequently asked questions

Q1. What have the authors contributed in "Is twitter for the birds? using twitter to enhance student learning in a marketing course" ?

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. 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.