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Abstract
This article examines how the development of techno-marketing campaigns might facilitate the engagement of university students in voluntary activities on campus which promote active citizenship and community cohesion where there is a concern about a low take up of such opportunities. The increasing influence of technology upon the forms of social interaction presents opportunities for the use of digital technology and interactive marketing to encourage student engagement. The term ‘technohesion’ is developed to understand the intermingling of these social and technological changes enabling an exploration of the use of techno-marketing to promote engagement in activities which seek to further community cohesion. We call for future research that incorporates the insights from the concept of ‘technohesion’ to counter the absence of technological and attitudinal considerations in relation to attracting students to voluntary, extra-curricular activities which seek to promote social cohesion.
Notes on contributors
Dr Lynn L.K. Lim is the Professor of Global Consumer Research at the School of Business, University of Applied Sciences and Arts Northwestern Switzerland. Her research interests are analysing global consumers particularly in techno-consumer research, consumer behavioural studies and technology business and marketing. She previously held commercial and academic appointments in several countries for a diverse range of areas including engineering, technology, intelligence, marketing, business development and management.
Dr Anthony Thorpe is a senior lecturer in leadership and management in the School of Education at the University of Roehampton in the UK. He has a particular interest in organisational studies and human resource management across the sectors of education.