International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Exploring Social Media Marketing Knowledge among Students and Professionals


Affiliations
1 Pace Univer sity, Lubin School of Business, United States
2 Marketing, Pace University, Lubin School of Business, United States
     

   Subscribe/Renew Journal


We examined social media marketing knowledge of two groups of internet users: college students in the United States, who had taken an introductory marketing course, and marketing professionals working in the field. Our findings suggest that while both students and professionals are confident regarding their social media knowledge, the students do not understand the key elements of executing strategy in the field. The findings suggest a disconnect between what students think they know and what students need to learn before starting their careers in social media marketing. Faculty can be more effectively armed with the awareness that students suffer from overconfidence in their knowledge, and instruction must emphasize the key strategic elements of social media marketing strategy.

Keywords

Social Media Marketing, Advertising Curricula, Social Media Education, Student Overconfidence.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Anderson, E., Buchko, A. A., & Buchko, K. (2016). Giving negative feedback to millennials: How can managers criticize the “most praised” generation. Management Research Review, 39(6), 692-705.

  • Billeter, D., Kalra, A., & Lowenstein, G. (2011), Underpredicting Learning after Initial Experience with a Product. Journal of Consumer Research, 37, 723-736.

  • Brocato, E. D., White, N. J., Bartkus, K., & Brocato, A. A. (2015). Social media and marketing education: A review of current practices in curriculum development. Journal of Marketing Education, 37(2), 76-87.

  • Bureau of Labor Statistics. (2014). Advertising, Promotions, and Marketing Managers. Retrieved from www.bls.gov: http://www.bls.gov/ooh/management/ advertising-promotions-and-marketing-managers.htm

  • Digital Job Growth Set to Explode: Report. (2016). Skynews.com. May 10. Retrieved from Skynews.com: http://www.skynews.com.au/business/business/market/2016/05/10/digital-jobs-growth-set-to-explode-report.html

  • Eichelberger, M., & Imler, B. (2016), Academic technology confidence levels vs ability in first-year traditional and non-traditional undergraduates. Library Hi Tech, 34(3), 468-479.

  • eMarketer. (2017). US Digital Ad Spending to Surpass TV this Year. Retrieved from eMarketer. September 13. Retrieved from https://www.emarketer.com/ Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469

  • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.

  • Finch, D., Nadeau, J., & O’Reilly, N. (2012). The future of marketing education: A practitioner’s perspective. Journal of Marketing Education, 35(1), 54-67.

  • GlobalWebIndex (2017). Average daily time spent on social media among teens and young adults worldwide from 1st quarter to 3rd quarter 2017, by region (in minutes). In Statista - The Statistics Portal. Retrieved March 13, 2018, from https://www-statista-com.rlib/statistics/800821/average-daily-time-spent-social-media-teens-young-adults/.

  • GlobalWebIndex, & Statista (2016). Daily time spent on social networking by internet users worldwide as of 2nd quarter 2016, by age group (in minutes). In Statista - The Statistics Portal. Retrieved December 18, 2017, from https://www-statista-com.rlib.edu/statistics/613456/daily-social-media-usage-worldwide-age/.

  • Grewal, D., Roggeveen, A. L., & Shankaranarayan, G. (2015). Marketing-ITS Integration: Developing Next Generation Managers Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Bingley, England: Emerald.

  • Hacker, D. J., Bol, L., & Bahbahani, K. (2008). Explaining calibration accuracy in classroom contexts: The effects of incentives, reflection, and explanatory style. Metacognition and Learning, 1-46.

  • Hainline, L., Gaines, M., Feather, C. L., Padilla, E., & Terry, E. (2010). Changing students, faculty, and institutions in the twenty-first century. Association of American Colleges and Universities, 12(3).

  • Haylett, C. (2016). Use of social media for teaching online courses and enhancing business communication skills at the university level: Can this really be done? International Journal of Online Pedagogy and Course Design, 6(4), 71-85.

  • HERI. (2016). Percentage of students who spent six or more hours per week on social media in the United States in 2016, by gender. In Statista - The Statistics Portal. Retrieved December 18, 2017, from https://www-statista-com.rlib.edu/statistics/708477/proportion-of-students-spending-six-or-more-hours-per-week-on-social-media-by-gender-us/

  • Hossain, S., & Sakib, M. N. (2016). The impact of social media marketing on university students brand loyalty. International Journal of Marketing and Business Communication, 5(3), 1-7.

  • Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media marketing. Management Decision, 55(1), 15-31.

  • Kruger, J., & Dunning, D. (1999), Unskilled and Unaware of it: How Difficulties in Recognizing One’s Own Incompetence Lead to Inflated Self-assessments. Journal of Personality and Social Psychology, 77(6), 1121-1134.

  • Lou, S. (2017). Applying data analytics to social media advertising: A twitter advertising campaign case study. Journal of Advertising Education, 21(1), 26-32.

  • McCorkle, D. E., & Payan, J. M. (2017). Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding. Journal of Advertising Education, 21(1), Spring.

  • McKinley Marketing Partners. (2016). 2016 Marketing Hiring Trends. Retrieved from http://www.smartin-sights.com/managing-digital-marketing/personal-career-development/2016-marketing-hiring-trends-digital-jobs-continue-strong-growth/

  • Metcalfe, J., & Finn, B. (2008,. Evidence that Judgments of Learning Are Causally Related to Study Choice. Psychometric Bulletin and Review, 15, 174-178.

  • Miller, T., & Geraci, L. (2011). Unskilled but aware: Reinterpreting overconfidence in low-performing students. Journal of Experimental Psychology: Learning, Memory, and Cognition, 37(2), 502-506.

  • National Audit Office. (2015). The digital skills gap in government. U. Kingdom, Producer. December.

  • O’Brien, C. (2016). Missing the Mark: The Digital Marketing Skills Gap in the UK, US and Ireland. Digital Marketing Institute. Retrieved from nao.org.uk: https://www.nao.org.uk/wp-content/uploads/2015 /12/The-digital-skills-gap-in-government-Survey-findings-December-2015.pdf

  • Pew Research Center. (2017), Social Media Fact Sheet. Pew Internet Research. January 12. http://www.pewinternet.org/fact-sheet/social-media/

  • Priluck, R. (2017). Social media and mobile marketing strategy. New York, NY: Oxford.

  • Roach, J., Milkman, M., & McCoy, J. (2015). Recent business doctorates’ teacher training and perceptions of their preparedness to teach business courses. Academy of Educational Leadership Journal, 19(1), 1-14.

  • Rosenbaum, J. (2017). As State Budget Revenues Fall Short, Higher Education Faces A Squeeze, National Public Radio, March 3.

  • Shanks, L. L., & Serra, M. J. (2013). Domain familiarity as a cue for judgments of learning. Psychometric Bulletin and Review, 21(2), 445-453.

  • Singla, N., & Arora, R. S. (2015), Social media and consumer decision making: A study of university students. International Journal of Marketing & Business Communication, 4(4), 33-37. Retrieved from https://search-proquest.com.rlib./docview/183917642 9?accountid=13044

  • Slater, J., Broyles, S., & Clifton, R. (2015). Digital boot-camp: Teaching advertising in a digital age. Journal of Advertising Education, 19(2), 47-50.

  • Smith, A., & Anderson, M. (2018). Social Media Use in 2018. Pew Internet Research. March 1. Retrieved from http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

  • Szpunar, K. K., Jing, H. G., & Schacter, D. L. (2014), Overcoming overconfidence in learning from videorecorded lectures: Implications of interpolated testing for online education. Journal of Applied Research in Memory and Cognition, 3(3), 161-164.

  • Talley, J. (2016). What Does a Digital Marketing Manager Do? Media Bistro. July 18. Retrieved from https://www.mediabistro.com/climb-the-ladder/what-does-a-digital-marketing-manager-do/

  • Tuten, T., & Solomon, M. (2015). Social media marketing. Sage.


Abstract Views: 271

PDF Views: 0




  • Exploring Social Media Marketing Knowledge among Students and Professionals

Abstract Views: 271  |  PDF Views: 0

Authors

Randi Priluck
Pace Univer sity, Lubin School of Business, United States
Martin Topol
Marketing, Pace University, Lubin School of Business, United States

Abstract


We examined social media marketing knowledge of two groups of internet users: college students in the United States, who had taken an introductory marketing course, and marketing professionals working in the field. Our findings suggest that while both students and professionals are confident regarding their social media knowledge, the students do not understand the key elements of executing strategy in the field. The findings suggest a disconnect between what students think they know and what students need to learn before starting their careers in social media marketing. Faculty can be more effectively armed with the awareness that students suffer from overconfidence in their knowledge, and instruction must emphasize the key strategic elements of social media marketing strategy.

Keywords


Social Media Marketing, Advertising Curricula, Social Media Education, Student Overconfidence.

References