ERIC Number: EJ1088933
Record Type: Journal
Publication Date: 2013
Abstractor: As Provided
Reference Count: 63
"Technohesion": Engaging Students of Higher Education through Digital Technology and Interactive Marketing--A Research Agenda and Theoretical Framework
Thorpe, Anthony; Lim, Lynn L. K.
European Journal of Higher Education, v3 n4 p357-370 2013
This article examines how the development of techno-marketing campaigns might facilitate the engagement of university students in voluntary activities on campus which promote active citizenship and community cohesion where there is a concern about a low take up of such opportunities. The increasing influence of technology upon the forms of social interaction presents opportunities for the use of digital technology and interactive marketing to encourage student engagement. The term "technohesion" is developed to understand the intermingling of these social and technological changes enabling an exploration of the use of techno-marketing to promote engagement in activities which seek to further community cohesion. We call for future research that incorporates the insights from the concept of "technohesion" to counter the absence of technological and attitudinal considerations in relation to attracting students to voluntary, extra-curricular activities which seek to promote social cohesion.
Descriptors: Foreign Countries, Marketing, College Students, Citizenship, Technology Uses in Education, Higher Education, Student Participation, Volunteers, Community, Social Integration, Group Unity, Religion
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: United Kingdom