International Journal of Marketing and Business Communication

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Exploring Social Media Marketing Knowledge among Students and Professionals


Affiliations
1 Pace Univer sity, Lubin School of Business, United States
2 Marketing, Pace University, Lubin School of Business, United States
     

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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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  • Exploring Social Media Marketing Knowledge among Students and Professionals

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Authors

Randi Priluck
Pace Univer sity, Lubin School of Business, United States
Martin Topol
Marketing, Pace University, Lubin School of Business, United States

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.

References