Journal of Marketing Education (2019)

Journal of Marketing Education (2019)


Humphrey, W., Laverie, D., & Shields, A. (2019). Exploring the Effects of Encouraging Student Performance With Text Assignment Reminders. Journal of Marketing Education, 1–12. doi:10.1177/0273475319836271


We explore the use of text message reminders to improve student performance. The effectiveness of text messaging reminders is examined by comparing two large sections of a course where students focused on personal branding. One section received deadline reminders by email, while the other section received opt-in text reminders. The results of the study provide empirical support that text reminders are positively related to assignments turned in on time, perceived task mastery orientation, perceived confidence with course material, and overall performance in the class. In addition, a description of how the text service can be employed in a marketing course is provided.


text message reminders, encouraging student performance, task mastery, perceived competence, mobile



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