Exploring Social Media Marketing Knowledge Among Students and Professionals
Published: 2018
Author(s) Name: Randi Priluck, Martin Topol |
Author(s) Affiliation: Prof., Marktng & Director of the Media Storm (MS), Social Media & Mobile Marktng Prog., Pace Univ.
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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
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