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Partnerships and collaborative projects between universities and colleges in higher education have the potential to increase diversity in education and can prepare students for international experiences in the workplace. With this in mind and through the Erasmus plus program, this chapter sets out to discuss the collaborative project between Institute of Technology Carlow, Ireland and Satakunta University of Applied Sciences, Finland, with international business students. The academic objective of the project was for the students to research and compare the marketing of a similar product in both countries. Underpinning this was the objective of providing the students with experience on working online in international teams, and thus preparing them for their career in international business while further engaging them with the module content.

Many challenges were identified during and after the project was complete. There were communication issues and cultural differences identified throughout. From the lecturers viewpoint, there was a need for clear, concise, hands on instruction from start to finish.

These challenges, however, were outweighed by the many benefits to the project. This project offered the students and lecturers with the opportunity to network, learn, gain experience, liaise and collaborate with new cultures. It presented them with a chance to develop their knowledge on international business, culture and communication.

Educational pedagogy is concerned about student-centered learning that engages students and involves them in a meaningful manner to enhance critical thinking and creativity. Creative teaching and learning methods are a catalyst that can improve the learning experiences of students. Good teaching and the experience associated with it helps to connect students, faculty and the subject that is being taught to the students (Palmer, 2007). Many subjects till today are taught with a purely fact-based approach, and such traditional methods overlook the need to bring the subject to life and to make learning meaningful. Multi-dimensional methods are used to encourage students and convert them to successful learners with the ability to think creatively. The issue of student’s disconnectedness is a matter of much academic pursuit and using non-traditional methods such as plays, narratives and even humor are on the rise and have gained popularity due to their success in classroom teaching (Dunn, 2000). This book will help to highlight various case studies and interventions that have used innovative ways to improve the teaching-learning methods and engage students in the classroom. Academicians, through the chapters in this volume, have argued that education does not only mean teaching, learning and research but also the emotional connection and commitment that involves a dialogical process between the faculty and students. It is the responsibility of the faculty members to ultimately create an environment that provides the students with tools that are socially engaging, interactive and meaningful (Dunn, 2000).

The ability to make use of social network sites (SNSs) to promote new products and facilitate positive word of mouth around new product launch (NPL) presents an important opportunity. However, the mechanisms and motivations of SNS users are not well understood and businesses frequently fail to realise these opportunities. The purpose of this paper is to examine some of the forces that motivate people to spend time on SNS sites and how these motivations are related with people’s propensity to engage in behaviours that can be beneficial for NPL.

Hypotheses are tested using data collected using an online survey from a broad sample of SNS users worldwide.

People who spend time on SNSs to be challenged, to escape, or to connect with others are more likely than other users to pay attention to advertisements on SNS. Users that spend time on SNSs in the pursuit of information, to be challenged, or to connect with others are more likely than other users to provide word of mouth reviews and recommendations about products.

The authors make an empirical contribution to knowledge by providing evidence about the categories of user motivations for engagement with SNSs that might be related with their contributions to NPL activities, namely, paying attention to advertisements and providing WOM recommendations.

By understanding what motivates SNS users, firms can identify potentially valuable users and develop a more strategic and targeted approach to NPL. This can help firms turn disappointing social media campaigns into more successful ones.

Whilst the growth in usage of SNS has important implications for business and NPL there are also wider societal implications. Arguably, even before the widespread adoption of SNSs, society has been in a state of flux and transition as people sought to liberate themselves from the norms and social codes of previous generations. We have witnessed a rise of individualism, associated with values such as personal freedom and where people actively construct their own identities. Somewhat ironically, individualism has motivated people to seek alternative social activities and form communities, such as those on SNSs where they can fulfil their need for connection and belonging. SNSs appear to have accelerated this trend.

This study provides new insights about the use of SNSs for NPL and what motivates users to engage in behaviours that are beneficial to NPL.