你的学生意识到社交媒体健康了吗?必要的宏观营销课程扩展

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2023-11-07 DOI:10.1177/02761467231210590
Kelley Cours Anderson, Louis J. Zmich, Breanne A. Mertz, Ashley Hass
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引用次数: 0

摘要

社交媒体健康是一个新兴的话题,由于社交媒体(SM)使用的许多不利影响,但它是一个不常见的话题,在营销课程和研究。本文介绍了这一新颖的话题,作为扩展宏观营销课程的机会。在一次班级调查和活动之后,一项对187名受访者的分析表明,大多数学生认为过多的SM消费可能会影响他们的时间管理、课程成功和幸福感。许多学生注意到他们使用的SM比期望的要多,他们绝大多数同意这个话题应该包括在营销课程中,营销人员应该考虑消费者的SM健康。这些发现强调了将SM健康主题纳入课程材料的重要性,以提高学生对SM的认识和行为,并有机会增强系统思维。我们以推荐的资源和活动结束,学生们在这些资源和活动中积极地反思、批判性地评估和思考这对消费者和营销人员的影响。
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Are Your Students Aware of Social Media Wellness? A Necessary Macromarketing Curriculum Extension
Social media wellness is an emerging topic due to the numerous adverse effects of social media (SM) usage, yet it is an uncommon topic in marketing curricula and research. This paper introduces this novel topic as an opportunity to extend macromarketing curricula. Following a class survey and activity, an analysis of 187 respondents indicates that the majority of students feel that too much SM consumption may impact their time management, course success, and well-being. Many students note they consume more SM than desired, and they overwhelmingly agree that this topic should be included in marketing curricula and that marketers should consider consumers’ SM wellness. These findings highlight the importance of the SM wellness topic integration into course materials to enhance students’ awareness and behavior with SM, with an opportunity to enhance systems-thinking. We close with recommended resources and activities where students take an active role to reflect, critically evaluate, and ideate on how this impacts consumers and marketers.
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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