You are here:

Is Twitter for the Birds? Using Twitter to Enhance Student Learning in a Marketing Course


Journal of Marketing Education Volume 33, Number 2, ISSN 0273-4753


Recent years have seen unprecedented possibilities for the use of different technologies to enhance learning in marketing courses. Given the rapid and widespread diffusion of these technologies, particularly within the demographic of the student population, it is pertinent to explore and examine how such technologies can benefit student learning. This article discusses and empirically evaluates students' experiences of using Twitter as a tool to facilitate learning in marketing courses. Although Twitter's unique characteristics were used to enhance and facilitate the learning of marketing concepts, the use of Twitter also helped illustrate marketers' use of innovative technologies and, therefore, added valuable contemporary curriculum content. Using in-depth interviews, and a questionnaire to evaluate learning outcomes, this research concludes that students' perceptions of using Twitter were largely positive, though some anticipated and unanticipated barriers emerged to incorporating Twitter into marketing courses. Recommendations for adopting Twitter into the marketing curriculum are made, and future areas for research are identified.


Lowe, B. & Laffey, D. (2011). Is Twitter for the Birds? Using Twitter to Enhance Student Learning in a Marketing Course. Journal of Marketing Education, 33(2), 183-192. Retrieved November 22, 2019 from .

This record was imported from ERIC on April 19, 2013. [Original Record]

ERIC is sponsored by the Institute of Education Sciences (IES) of the U.S. Department of Education.

Copyright for this record is held by the content creator. For more details see ERIC's copyright policy.


Cited By

View References & Citations Map

These links are based on references which have been extracted automatically and may have some errors. If you see a mistake, please contact