“…Much of this research has focused on understanding how these technologies affect learning outcomes, rather than on the use of such technologies (a notable exception includes the work by Peltier et al ., ). For example, recent research has examined the use of blogs as assessed items in marketing courses (Kaplan et al ., ), the use of YouTube to acquire knowledge on viral marketing (Payne et al ., ), the use of Twitter as a way to enhance learning outcomes in a marketing course (Lowe and Laffey, ; Rinaldo et al ., ), the development of ‘Wikis’ to create interactive textbooks (Cronin, ; Pitt et al ., ), the use of SMS messages to enhance and support student experiences (Jones et al ., ) and the use of virtual learning environments to create interactivity and responsiveness in the learning environment (Paladino, ). Most of these innovative approaches to student learning have met with some degree of success, arguably because students are key users of social media (Lenhart et al ., ) and typically these technologies are attributed with enhancing experiential learning and the development of ‘soft skills’.…”