Sarah Smith-Robbins, professor and Director of Emerging Technologies at the Kelly School of Business at Indiana University, teaches a course called "Social and Digital Marketing." "We go over the theories behind social media: why do things go viral, the social theories of how people act and how they communicate to a network, or one person at a time, and why do certain tools work they way they do for us,"

Professor Vorvoreanu agrees: "I don't think you have the credibility of doing research, of writing about, unless you get to really know that culture. And the best way of knowing the culture is to actually be immersed in it."