Search results

E-learning is an increasingly popular form of education for college students (Allen & Seaman, 2007). There are a number of best practices for teaching online courses (Lewis & Abdul-Hamid, 2006) which should be followed by leadership educators. In addition, for a wide variety of reasons, women comprise a significant portion of the distance education population. Because of their differing communication styles and needs (Tannen, 1989, 1991), women may have a harder time being perceived as valuable members of the virtual community. They may also find the experience less meaningful than their male counterparts (Harper, 2007). If leadership education is to be successful moving into the 21st century it must be welcoming to female students. Suggestions for improving online learning are provided, especially for female students.

Informed by social representation theory, the study aims to explore how marketing workers represent their activities on social media.

A naturalistic data set of 17,553 messages posted on Twitter by advertising workers was collected. A sample of over 1,000 unique messages from this data set, incorporating all external links and images, was analysed inductively using structured thematic analysis.

Advertising workers represent marketing work as a series of fun yet constrained activities involving relationships with clients and colleagues. They engage in cognitive polyphasia by evaluating these productive differences in both a positive and negative light.

The study marks a novel use of social representation theory and innovative social media analysis. Further research should explore these relations in greater depth by considering the networks that marketing workers create on social media and establish how, when and why marketing workers turn to social media in their everyday activities.

Marketing workers choose to represent aspects of their work to one another, using social media. Marketing managers should support such activities and consider social media as a way to understand the lives and experiences of marketing workers.

Marketing researchers have embraced digital media as a route to understanding consumers. This study demonstrates the value of analysing digital media to develop an understanding of marketing work. It sheds new light on the ways marketing workers create social relationships and enables marketing managers to understand and observe the social aspects of effective marketing.