scholarly journals Why do digital teaching innovations so often fail?

2020 ◽  
Vol 2 (2_DEC_2020) ◽  
Keyword(s):  
Social Media ◽  
Research Paper ◽  
Digital Natives ◽  
Student Perspectives ◽  
Digital Tools ◽  
Digital Marketing ◽  
Formal Learning ◽  
University Marketing ◽  
The Gaze ◽  
Social Media Platforms

In a dynamic field, university marketing educators ought to harness new digital tools and social media platforms successfully in the curriculum, but evidence of its widespread adoption is meager (Tuten & Marks, 2012). By explicitly investigating exemplars of pedagogic innovation failure, this research paper analyses faculty and digital marketing student perspectives on the use of digital tools and social media for formal learning. This research paper makes a case to dispel the unhelpful narrative of technophobic instructors struggling to teach homogeneous tech-savvy digital natives, but to recognise a nuanced continuum of digital capabilities, for both students and instructors. Educators should seek to collaborate with students to choose how they interact using digital tools, recognising the importance and diversity of public-private boundaries, and consider the need for this to take place beyond the gaze of faculty.

Three Uses of Digital Tools to Supplement Engagement and Learning in the College Classroom

2020 ◽  
pp. 446-461
Author(s):  
Kristi Kaeppel ◽  
Marc A. Reyes ◽  
Emma Bjorngard-Basayne
Keyword(s):  
College Students ◽  
Social Media ◽  
Informal Learning ◽  
Classroom Climate ◽  
Digital Tools ◽  
College Classroom ◽  
Formal Learning ◽  
Online Interactions ◽  
Course Material

Despite the widespread use of smartphones, apps, and social media in college students' and instructors' lives, there has been a slow adoption of these digital tools into the classroom. This chapter posits that individuals' online interactions account for a great deal of informal learning and that by integrating these digital tools in our classrooms, instructors can complement and extend the formal learning of their classrooms. Specifically, this chapter offers three ways that technology can assist in the classroom: to promote inclusive participation, to enhance the classroom climate, and to explore and demonstrate course material in an engaging way. To these ends, the authors explore the efficacy of social media sites, Google applications, and GIFs and memes.

A Systematic Review of Digital Marketing in South Africa

2020 ◽  
pp. 143-162 ◽  
Author(s):  
Vera Nsahlai ◽  
Refiloe Khoase ◽  
Patrick Ndayizigamiye ◽  
Shopee M. Dube
Keyword(s):  
South Africa ◽  
Systematic Review ◽  
Social Media ◽  
South African ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Social Media Platforms ◽  
African Context ◽  
Meta Analyses

This chapter investigates the extent of digital marketing usage in South Africa, its perceived impact, and factors that influence its adoption in the South African context. The methodology adopted is the systematic review using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework. The results show that digital platforms currently used include mobile marketing (SMS) and social media platforms. The findings suggest that SMS-based marketing may be appealing to other market segments but not to young adults. The findings further suggest that social media marketing has had a significant influence on the purchase intentions among South African millennials (Generation Y). Moreover, the findings suggest that marketers, in their quest to influence customer purchasing decisions, should consider the knowledge that social media followers have regarding a subject matter (such as a product), and make an effort to educate those followers on the subject (or product) before suggesting a purchase.

scholarly journals Understanding Digital Consumer: Generation Z Online Shopping Prefences

2019 ◽  
Vol 8 (2) ◽  
pp. 925-929
Keyword(s):  
Social Media ◽  
Information Needs ◽  
Online Shopping ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Generation Z ◽  
First Choice ◽  
Social Media Platforms

This research tests the preferences of generation Z in online shopping, which platforms they use more often and become their choice in shopping online. This study used a direct survey to collect data from 513 respondents with consumers intercepting randomly in several locations Survey questions are compiled from previous research questions and focus group discussions (FGD). the collected data is processed qualitatively uses descriptive analysis to clearly describe the preferences of generation Z. The results showed that generation z preference on online shopping was influenced by high visual-person involvement with images or images, the need for justice, instant thinking, clear information needs in online shopping affecting their choice of social media as a first choice but they also appreciated the market places platform because of its convenience features. Generation Z was chosen in this study because this generation has an important role in determining the standards of online marketing. This research is important for the world of digital marketing where the results of this study are useful to support the planning of effective and efficient digital marketing strategies. Online shopping has become a trend today and can be done more easily through the presence of an online shopping platform. Nevertheless social media is also an alternative in shopping online. Many of consumers use social media platforms to shop online. Both types of platforms, which are preferred and what determines the preferences for shopping online is really important to understand for help business to decide effective and efficient marketing strategies for them

Pendampingan Digital Marketing Sebagai Strategi Pemasaran Usaha Budidaya Lele

2021 ◽  
Vol 4 (2) ◽  
pp. 187
Author(s):  
Khusnul Rofida Novianti ◽  
Kenny Roz ◽  
Chalimatuz Sa'diyah
Keyword(s):  
Social Media ◽  
Fish Consumption ◽  
Nutritional Value ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Indonesian Government ◽  
Social Media Platforms ◽  
Community Movement

Since 2018, the Indonesian government through the Ministry of Maritime Affairs and Fisheries has encouraged people to increase fish consumption through the Fish Eating Community Movement (GEMARIKAN) program. One of the popular fisheries commodities and has high nutritional value is catfish. Unfortunately, the catfish farming business is not widely known and uses technology and good marketing strategies. For this reason, assistance is needed regarding digital marketing in the catfish cultivation business in Mulyoagung Village, Dau District, Malang Regency. The implementation of this activity is carried out in a combination of online and offline, creating Google My Business, as well as using digital marketing in the catfish cultivation business. The results of this activity are brands, Google My Business links, and several social media platforms that are used as marketing strategies whose development will continue to be monitored regularly

Digital Marketing in the Globalization Process

2021 ◽  
pp. 185-200
Author(s):  
Ali Tehci
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Real Time ◽  
Global Economy ◽  
Digital Marketing ◽  
Cross Border ◽  
Social Media Platforms ◽  
Marketing Activities

It is seen that the global economy has changed significantly as a result of digitalization, which facilitates cross-border communication and transactions. For this reason, businesses must use technology to promote their products or services and to encourage consumers. In this respect, social media platforms provide businesses with real-time opportunities such as running campaign events, promoting products or services. In this study, the concept of digital marketing, which is extremely important for businesses, was examined and the importance of this concept was tried to be explained with examples from real-time marketing activities. Organizations or brands must take advantage of digital marketing opportunities to gain competitive advantage. Especially on social media platforms, companies are thought to be successful as a result of participating in real-time marketing activities and performing these activities appropriately.

The dark side of blogging: Digital metal communities and metal influencers

2021 ◽  
Vol 7 (2) ◽  
pp. 237-255 ◽  
Author(s):  
Susanne Sackl-Sharif
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Digital Tools ◽  
Dark Side ◽  
Information Flows ◽  
Online Interaction ◽  
Political Issues ◽  
Online Platforms ◽  
Communication Processes ◽  
Social Media Platforms

At the 2016 Dimebash event, Phil Anselmo made a Nazi salute and shouted ‘White power!’ at the end of his performance of the Pantera song ‘Walk’ onstage. The attendant YouTuber Chris R shared a video of the incident and thus provoked a discussion about racism in metal that also included widely discussed statements of Robb Flynn and Scott Ian, who both labelled Anselmo’s actions as racist. This is one of many examples that demonstrate changing information flows and increasingly fast-paced communication processes on social media platforms, including metal communities. Online platforms such as YouTube or Facebook not only enable musicians and bands to share videos, songs, tour dates or band gossip, but also to directly engage in discussions with their fans, which may also involve social and political issues. To provide an illustration of metal bands’ possibilities for online interaction, I have created a digital metal landscape that includes a set of digital tools, platforms and applications for different music- and non-music-related activities. Against this background, I discuss here contemporary metal musicians’ political and social engagement on social media and the reach of their comments within metal communities. Based on an analysis of Robb Flynn’s online presence in his The General Journals: Diary of a Frontman and Varg Vikernes’ Thulean Perspective, I will show that in the digital age, it is possible for metal musicians to become important influencers not only regarding music but also regarding social and political issues.

Email and Social Media

2019 ◽  
pp. 268-293
Author(s):  
Zach Jarou ◽  
Matt Zuckerman ◽  
Todd Taylor
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Electronic Communication ◽  
Daily Life ◽  
Digital Natives ◽  
Daily Lives ◽  
Social Media Platforms

Social media is a prevalent part of today’s society. Its main use is for communication. Social media has become ingrained in the daily lives of digital natives. As educators continue to engage their learners, social media has become a tool for education. This chapter examines social media’s role in daily life and how educators are harnessing the power of social media to build connections, enhance education, and further their career. Additionally, this chapter provides information on how to use a wide variety of social media platforms and provides best practices to avoiding violating HIPAA when posting medical content online. Electronic communication between physicians and patients is also explored.

scholarly journals Digital Marketing of Commercial Complementary Foods in Australia: An Analysis of Brand Messaging

2021 ◽  
Vol 18 (15) ◽  
pp. 7934
Author(s):  
Trish Dearlove ◽  
Andrea Begley ◽  
Jane Anne Scott ◽  
Gemma Devenish-Coleman
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Complementary Foods ◽  
The Social ◽  
Social Media Platforms ◽  
Area Of Concern ◽  
General Product ◽  
Brand Product ◽  
Free Status ◽  
Multiple Step

The digital marketing of commercial complementary foods (CCF) is an emerging area of concern in Australia. Although research into traditional methods has identified a range of problems, the marketing and messaging strategies employed within digital spaces have gone largely unscrutinized. This study sought to examine the methods used by CCF manufacturers to promote Australian baby foods and brands in a digital space. A multiple step approach was used to assess the CCF brands available in major Australian retailers, the social media platforms they used, and to thematically analyze the text and visual messages contained in posts published over a three-month period. Of the 15 brands identified, 12 had a digital presence, and all of these used Facebook. Four themes emerged from an analysis of 216 Facebook posts; (1) general product attributes, (2) socially desirable attributes (which included messaging related to taste (41%), self-feeding (29%) and fun (19%)), (3) concern-based attributes (including organic status (40%), age targets (39%) and additive-/allergen-free status (18%)) and (4) health-focused attributes (which included messaging related to healthy/nutritious ingredients (45%), and child development/growth (15%). Messages contained in Facebook posts were mostly positive brand/product aspects (Themes 1 and 2) or parental concern-based aspects (Theme 3 and 4). These themes match previous analyses of marketing content in traditional media and should be closely monitored due to the personalized nature of consumer social media interactions.

scholarly journals Kolaborasi Pemasaran Digital Menggunakan Media Sosial dan Marketplace untuk Meningkatkan Produktivitas UMKM

2021 ◽  
Vol 2 (2) ◽  
pp. 73-84
Author(s):  
Fetty Tri Anggraeny ◽  
Dedin F. Rosida ◽  
Wahyu S.J. Saputra ◽  
Handoyo Prasetyo
Keyword(s):  
Social Media ◽  
Digital Tools ◽  
Digital Marketing ◽  
Online Store ◽  
Marketing Social ◽  
Store Management

Digital marketing is currently growing rapidly. The COVID-19 pandemic has increasingly triggered the acceleration of digital marketing, especially for SME (Small and Medium Entreprise). The growth of social media users and marketplace users both as buyers and sellers has also soared. Today's society is starting to shift to cashless transactions. Both social media and marketplace have advantages that can be collaborated as digital marketing. Social media with diverse users and a marketplace that offers easy online store management and promo programs. The collaboration of these 2 digital tools is able to increase the productivity of UMKM

scholarly journals Influence of social media marketing on the performance of hotel industry: a study in Chandigarh Tri-city

2020 ◽  
pp. 401-408
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Hotel Industry ◽  
Research Paper ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Effective Implementation ◽  
The Social ◽  
Social Media Platforms ◽  
Hospitality Sector

This research paper illustrates the need of social media marketing in expanding the hotel businesses of the Chandigarh tri-city. Internet services being present in the tri-city allow the effective implementation of digital marketing strategy. This research paper highlights the available of swift transportation facilities, tourist sites, and technological parks as the primary factors leading to the emergence of hotel businesses in the tri-city. The research paper involves conduction of online survey to evaluate the indulgence on varied age group in social media platforms like Facebook and Snap chat. Also, implication of CSR marketing strategies and collaboration between IT and marketing departments in an organization to improve the social media based business promotions have been illustrated in this study. On the other hand, the paper also discusses the CSR driven marketing strategies aid to provide a competitive advantage to hotel businesses by ensuring recognition from social influencers due to the community welfare oriented business methods. Thus, organizations in the hospitality sector who are able to promote their community service driven programs on social media platforms receive stakeholder recognition.

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