Academic contest and social networking to promote technology and information literacy among university students

Spanish universities have recently adapted their studies to the requirements of the European Higher Education Area (EHEA). This process has involved the consideration of the development of computer and informational skills as an academic objective. In order to develop these skills, among other activities, an informative video has been disseminated. The design of the communication campaign, developed through viral marketing and social networks has been the result of and empirical research carried out by students of the University of Valencia. This paper describes the research objectives, questions, techniques and main findings. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Uzunboylu