Placing a Hand in the Fire: Assessing the Impact of a Youtube Experiential Learning Project on Viral Marketing Knowledge Acquisition

Journal of Marketing Education

Volumn 33, Issue 2, 2011, Pages 204-216

  Payne, Nathaniel J ^a   Campbell, Colin ^b   Bal, Anjali S ^a   Piercy, Niall ^c  

^a SIMON FRASER UNIVERSITY   (Canada)

^b MONASH UNIVERSITY   (Australia)

^c UNIVERSITY OF BATH   (United Kingdom)

Author keywords

classroom exercise; consumer generated advertising; experiential learning; social media; user generated content; viral marketing

Indexed keywords

EID: 79960949852     PISSN: 02734753     EISSN: 15526550     Source Type: Journal    
DOI: 10.1177/0273475311410853     Document Type: Article

References (85)

1. Anderson E. W.Customer satisfaction and word-of-mouth.Journal of Service Research. 1998;1:5-17.
2. Anderson E. W.,Salisbury L. C.The formation of market-level expectations and its covariates.Journal of Consumer Research. 2003;30:115-124.
3. Andrews C.Service learning: Applications and research in business.Journal of Education for Business. 2007;83:19-26.
4. ArringtonM. (2006). YouTube's magic number-$1.5 billion. Retrieved from http://www.techcrunch.com/2006/09/21/youtubes-magic-number-15-billion/.
5. Arwood L.Teaching cell biology to nonscience majors through forensics, or how to design a killer course.Cell Biology Education. 2004;3:131-138.
6. Bagozzi R.,Dholakia U.Antecedents and purchase consequences of customer participation in small group brand communities.International Journal of Research in Marketing. 2006;23:45-61.
7. Banerjee A.A simple model of herd behavior.Quarterly Journal of Economics. 1992;110:797-781.
8. Banerjee A.The economics of rumours.Review of Economic Studies. 1993;60:309-327.
9. Bansal H. S.,Voyer P. A.World-of-mouth processes within a services purchase decision context.Journal of Service Research. 2000;3:166-177.
10. Barr R. B.,Tagg J.From teaching to learning: A new paradigm for undergraduate education.Change. 1995;27:12-25.
11. Berthon P.,Pitt L.,Campbell C.Ad lib: When customers create the ad.California Management Review. 2008;50 (4): 6-30.
12. Bobbitt L.,Inks S.,Kemp K.,Mayo D.Integrating marketing courses to enhance team-based experiential learning.Journal of Marketing Education. 2000;22:15-24.
13. Bone P. F.Advances in consumer research. Sherry J. F.Sterndhal B., ed. Provo, UT: Association for Consumer Research; 1992:579-583.
14. Bone P. F.Word-of-mouth effects on short-term and long-term product judgments.Journal of Business Research. 1995;32:213-223.
15. Bowman D.,Narayandas D.Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior.Journal of Marketing Research. 2001;38:281-297.
16. Bridges E.Experiential learning and customer needs in the undergraduate marketing research course.Journal of Marketing Education. 1999;21:51-59.
17. Burzynski M. H.,Bayer D. J.The effect of positive and negative prior information on motion picture appreciation.Journal of Social Psychology. 1977;101:215-218.
18. Celsi R.,Wolfinbarger M.Discontinuous classroom innovation: Waves of change for marketing education.Journal of Marketing Education. 2002;24:64-72.
19. Chevalier J.,Mayzlin D.The effect of word of mouth on sales: Online book reviews.Journal of Marketing Research. 2006;43:345-354.
20. Chonko L. B.,Caballero M. J.Marketing madness, or how marketing departments think they're in two places at once when they're not anywhere at all (according to some).Journal of Marketing Education. 1991;13:14-25.
21. Clark T.,Stewart J.Promoting academic programs using online videos.Business Communications Quarterly. 2007;70:478-482.
22. Cunningham S.Risk taking and information handling in consumer behavior. Cox D., ed. Boston, MA: Harvard University Press; 1967:82-108.
23. Dabbour K.Applying active learning methods to the design of library instruction for a freshman seminar.College & Research Libraries. 1997;58:299-308.
24. Dahl D.,Moreau C.Thinking inside the box: Why consumers enjoy constrained creative experiences.Journal of Marketing Research. 2007;44:357-369.
25. Daly S. P.Student-operated internet businesses: True experiential learning in entrepreneurship and retail management.Journal of Marketing Education. 2001;23:204-215.
26. De Bruyn A.,Lilien G.A multi-stage model of word-of-mouth influence through viral marketing.International Journal of Research in Marketing. 2008;25:151-163.
27. Dellarocas C. N.The digitization of word-of-mouth: Promise and challenges of online feedback mechanisms.Management Science. 2003;49:1407-1424.
28. Diamond N.,Koernig S. K.,Iqbal Z.Uniting active and deep learning to teach problem-solving skills: Strategic tools and the learning spiral.Journal of Marketing Education. 2008;30:116-129.
29. Dichter E.How word-of-mouth marketing works.Harvard Business Review. 1966;44 (6): 148.
30. Dick A.,Basu K.Customer loyalty: Toward an integrated conceptual framework.Journal of the Academy of Marketing Science. 1994;22:99-113.
31. Drea J.,Tripp C.,Stuenkel K.An assessment of the effectiveness of an in-class game on marketing students' perceptions and learning outcomes.Marketing Education Review. 2005;15:25-33.
32. Duan W.,Gu B.,Whinston A. B.The dynamics of online word-of-mouth and product sales: An empirical investigation of the movie industry.Journal of Retailing. 2008;84:233-242.
33. Eastman J. K.,Swift C. O.Enhancing collaborative learning: Discussion boards and chat rooms as project communication tools.Business Communication Quarterly. 2002;65:29-41.
34. Elam E. L.,Spotts H. E.Achieving marketing curriculum integration: A live case study approach.Journal of Marketing Education. 2004;26:50-65.
35. Enis B.Muckraker has warning for marketing scholars.Marketing News. 1989;23:6.
36. Ferrand A.,Mounier L.,Degenne A.Networks in the global village: Life in contemporary communities. Wellman B., ed. Boulder, CO: Westview; 1999:185-224.
37. Floyd C.,Gordon M.What skills are most important? A comparison of employer, student, and staff perceptions.Journal of Marketing Education. 1998;20:103-109.
38. Forman C.,Ghose A.,Wiesenfeld B.Examining the relationship between reviews and sales: The role of reviewer identity discloser in electronic markets.Information Systems Research. 2008;19:291-313.
39. Frenzen J. K.,Nakamoto K.Structure, cooperation, and the flow of market information.Journal of Consumer Research. 1993;20:360-375.
40. Frontczak N. T.,Kelley C. A.The editor's corner: Special issue on experiential learning in marketing education.Journal of Marketing Education. 2000;22:3-4.
41. Garcia T.,Pontrich P.The effects of autonomy on motivation and performance in the college classroom.Contemporary Education Psychology. 1996;21:477-486.
42. Gilly M. C.,Graham J. L.,Wolfinbarger M. F.,Yale L. J.A dyadic study of interpersonal information search.Journal of the Academy of Marketing Science. 1998;26 (2): 83-100.
43. Godes D.,Mayzlin D.Using online conversations to study word of mouth communication.Marketing Science. 2004;23:415-428.
44. Govekar M.,Rishi M.Service learning: Bringing real-world education into the B-school classroom.Journal of Education for Business. 2007;83:3-10.
45. Granitz N.Active learning and morality: Incorporating greater meaning into marketing education.Marketing Education Review. 2001;11:25-41.
46. Gremler D. D.,Hoffman K. D.,Keaveney S. M.,Wright L. K.Experiential learning exercises in services marketing courses.Journal of Marketing Education. 2000;22 (2): 35-44.
47. Hamer L.The additive effects of semistructured classroom activities on student learning: An application of classroom-based experiential learning techniques.Journal of Marketing Education. 2000;22 (2): 25-34.
48. Handelman J.Corporate Identity and the Societal Constituent.Journal of the Academy of Marketing Science. 2006;34:107-114.
49. Handelsman J.,Ebert-May D.,Beichner R.,Bruns P.,Chang A.,DeHaan R.,Tilghman S. M.Scientific teaching.Science. 2004;304:521-522.
50. Hawtrey K.Using experiential learning techniques.Journal of Economic Education. 2007;38:143-152.
51. Herr P. M.,Kardes F. R.,Kim J.Effects of word-of-mouth and product attribute information on persuasion: An accessibility-diagnosticity perspective.Journal of Consumer Research. 1991;17:454-462.
52. Jaju A.,Kwak H.Marketing in a time of great change. Workman J.Perreault W., ed. Chicago, IL: American Marketing Association; 2000:243-250.
53. Jones M. C.,Berry R. L.Knowledge about information technology: Across-cultural comparison.Journal of Education for Business. 2000;75:173-177.
54. Kalyanam K.,McIntyre S.,Masonis J. T.Adaptive experimentation in interactive marketing: The case of viral marketing at Plaxo.Journal of Interactive Marketing. 2007;21 (3): 72-85.
55. Karns G.An update of marketing student perceptions of learning activities: Structure, preferences, and effectiveness.Journal of Marketing Education. 2005;27:163-171.
56. Keeton M. T.,Tate P. J.Learning by experience: What, why, how. San Francisco, CA: Jossey-Bass; 1978:.
57. Keller K.Managing brands for the long run: Brand reinforcement and revitalization strategies.California Management Review. 1999;41 (3): 102-124.
58. KellyS. (2007). Warnings of "internet overload."Retrieved from http://news.bbc.co.uk/2/hi/programmes/click_online/6756899.stm.
59. Kolb D. A.Experiential learning: Experience as the source of learning and development. Englewood Cliffs, NJ: Prentice Hall; 1984:.
60. Lambrecht J. J.Teaching technology-related skills.Journal of Education for Business. 1999;74:144-151.
61. Lamont L. M.,Friedman K.Meeting the challenges to undergraduate marketing education.Journal of Marketing Education. 1997;19:17-30.
62. Laroche M.,Yang Z.,McDougall G. H.,Bergeron J.Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences.Journal of Retailing. 2005;81:251-267.
63. Lawson T.Active-learning exercise for consumer behavior classes.Teaching of Psychology. 1995;22:200-202.
64. Lee J.,Lee J. H.,Lee D.Impacts of tie characteristics on online viral diffusion.Communications of the Association for Information Systems. 2009;24:545-556.
65. Maxham J. G.,Netemeyer R. G.A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts.Journal of Marketing. 2002;66 (4): 57-71.
66. Munoz C.,Huser A.Experiential and cooperative learning: Using a situation analysis project in principles of marketing.Journal of Education for Business. 2008;83:214-220.
67. Muñiz A.,Schau H.Vigilante marketing and consumer-created communications.Journal of Advertising. 2007;36 (3): 35-50.
68. Natesan N. C.,Smith K. H.The Internet educational tool in the global marketing classroom.Journal of Marketing Education. 1998;20:149-160.
69. Neale L.,Treiblmaier H.,Henderson V.,Hunter L.,Hudson K.,Murphy J.The google online marketing challenge and research opportunities.Journal of Marketing Education. 2009;31:76-85.
70. O'Brien E.,Deans K.The position of marketing education: A student versus employer perspective.Marketing Intelligence and Planning. 1995;13:47-52.
71. Owen R.,Humphries P.The structure of online marketing communication channels.Journal of Management and Marketing Research. 2009;2:54-62.
72. Palka W.,Pousttchi K.,Wiedemann D. G.Mobile word-of-mouth: A grounded theory of mobile viral marketing.Journal of Information Technology. 2009;24:172-185.
73. Perry N.,Huss M.,McAuliff B.,Galas J.An active-learning approach to teaching the undergraduate psychology and law course.Teaching of Psychology. 1996;23:76-81.
74. Piaget J.,Inhelder B.Memory and intelligence. New York, NY: Basic Books; 1973:.
75. Reingen P.,Foster B.,Brown J. J.,Seidman S.Brand congruence in interpersonal relations: A social network analysis.Journal of Consumer Research. 1984;23:1-26.
76. Richins M. L.Negative word-of-mouth by dissatisfied customers: A pilot study.Journal of Marketing. 1983;47:68-78.
77. Shukla T.Factors affecting "internet marketing" campaigns with reference to viral and permission marketing.IUP Journal of Management Research. 2010;9:26-37.
78. Venkatesh S.,Smith A.,Rangaswamy A.Customer satisfaction and loyalty in online and offline environments.International Journal of Research in Marketing. 2003;20:153-175.
79. Vince R.Behind and beyond Kolb's learning cycle.Journal of Management Education. 1998;22:304-319.
80. Wangenheim F.,Bayon T.Satisfaction, loyalty and word of mouth within the customer base of a utility provider: Differences between stayers, switchers and referral switchers.Journal of Consumer Behaviour. 2004;3:211-220.
81. Watts D.,Strogatz S.Collective dynamics of "small-world" networks.Nature. 1998;393:440-442.
82. Wuyts S.,Stremersch S.,Van Den Bulte C.,Franses P. H.Vertical marketing systems for complex products: A triadic perspective.Journal of Marketing Research. 2004;41:479-487.
83. Yale L. J.An empirical study of word of mouth behaviors: Antecedents, processes and outcomes. Irvine: Graduate School of Management, University of California; 1987:.
84. Young M.,Klemz B.,Murphy J.Enhancing learning outcomes: The effects of instructional technology, learning styles, instructional methods, and student behavior.Journal of Marketing Education. 2003;25:130-142.
85. Zeithaml V. A.,Bitner M. J.Services marketing. New York, NY: McGraw-Hill; 1996:.