The Adoption of Social Media As Educational Technology Among Marketing Educators

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.