Advances in Marketing: Embracing Challenges and Change - A Global Perspective
This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social media into the marketing curriculum.
Society for Marketing Advances
Place of Publication
social media marketing, marketing education, consumer behavior
Dickey, Irene J. and Lewis, William F., "The Evolution (Revolution) of Social Media and Social Networking as a Necessary Topic in the Marketing Curriculum: A Case for Integrating Social Media into Marketing Classes" (2010). Management and Marketing Faculty Publications. 32.
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons