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ERIC Number: EJ1000055
Record Type: Journal
Publication Date: 2012
Pages: 14
Abstractor: As Provided
Reference Count: 37
ISSN: ISSN-1052-8008
The Adoption of Social Media as Educational Technology among Marketing Educators
Tuten, Tracy; Marks, Melanie
Marketing Education Review, v22 n3 p201-214 Fall 2012
Social media usage has grown rapidly in recent years, as individuals have incorporated social networks such as Facebook into their daily activities and businesses have begun to use social tools to interact with consumers. Many social media tools, likewise, have applications relevant for marketing education. This study assesses the adoption of social media as educational technology among marketing educators. The results suggest that, while many of those surveyed use social media personally, most tools have not been widely embraced for educational purposes. Reported barriers to adoption include limited time, challenges adjusting to the quantity of tools available, and perceived functional uses of the tools. Implications for marketing educators are discussed. (Contains 9 tables.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A