Social Media Marketing
Introduction
Teaching Strategy, Innovation, and Ethics in a Dynamic Discipline, Special issue of the Journal of Marketing Education; Deadline 1 Sep 2022
INTEREST CATEGORY: TEACHING AND LEARNING, INNOVATION AND TECH
POSTING TYPE: Calls: Journals
Author: Janna Parker
Special Issue Call for Papers
Journal of Marketing Education
Social Media Marketing: Teaching Strategy, Innovation, and Ethics in a Dynamic Discipline
Submission Deadline: September 1, 2022
In 2015, the Journal of Marketing Education published two special issues focused on digital and social media marketing education. The discipline of social media is constantly evolving, making it difficult for even those in industry to keep up with the technological changes and best practices. Thus, the need for pedagogical research in social media is critical since faculty tend to find it challenging to prepare for social media courses.
This special issue of the Journal of Marketing Education addresses the challenges of teaching social media marketing due to the discipline’s dynamic nature. The existing research focuses on content creation, social media as a course communication tool, or teaching a specific platform. Unfortunately, there is a lack of research on teaching social media from a strategic perspective based on IMC objectives, marketing objectives, and business objectives. For the special issue, desired research topics include (but are not limited to): social media analytics, matching demographics to platforms, the use of algorithms and artificial intelligence, paid social advertising, social media monitoring/listening, customer engagement, and ethics.
Research Based on Student Populations
Here we look for research based on data from students and may include classroom-based experiments, student projects with external clients, personal branding, and student attitudes toward privacy, algorithms, and ethics.
Research Based on Faculty Populations
Many factors influence faculty approaches to teaching social media, including industry experience, institution type, class size, research background, etc. Therefore, research that addresses faculty preparation or industry experience is welcome.
Research Based on Industry Populations
We are interested in data from industry professionals that address course content, skills required for entry positions, and guidance for curriculum development.
Research Methods
Quantitative and qualitative research methods may be used with appropriate samples to draw inferences. Research should be based on multi-methods with data from various populations, such as students, faculty, employers, alumni, and industry thought leaders. Student samples should come from multiple universities or semesters and be appropriate for conclusions.
Pedagogical Tools
This format might focus on tools that educate and prepare students for jobs in social media marketing. Data focused on specific assignments must use appropriate samples and methods.
Manuscripts will be evaluated based on scholarly merit and overall ability to advance the social media marketing education literature. Authors should follow the style guidelines of the Journal of Marketing Education which can be found at  and all submissions must be via the JME editorial manager on the journal website.
The special issue co-editors are:
Professor Janna Parker
James Madison University
Parke4jm@jmu.edu
Professor Kevin James
The University of Texas at Tyler
kjames@uttyler.edu