Evaluating E-Book Effectiveness and the Impact on Student Engagement

• Published in: Journal of marketing education Vol. 44; no. 1; pp. 54 - 71
• Main Authors: Merkle, Adam C., Ferrell, Linda K., Ferrell, O. C., Hair, Joe F.
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.04.2022; SAGE PUBLICATIONS, INC
• Subjects: Academic achievement; College Students; E-books; Educational Change; Educational Resources; Electronic Learning; Electronic Publishing; Instructional Effectiveness; Learner Engagement; Marketing; Student participation; Textbook Evaluation; Textbooks; digital disruption; e-books; e-learning; student engagement; online education

Marketing curricula are experiencing a digital disruption as e-books and other electronic educational resources replace print textbooks. This study investigates student perceptions about the effectiveness of print textbooks and e-books. Specifically, we focus on the perceived effectiveness of e-book...