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Open Access
Article
Publication date: 7 September 2020

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro and Fernando José de Aires Angelino

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the…

11106

Abstract

Purpose

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.

Design/methodology/approach

A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.

Findings

From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.

Originality/value

There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.

Propósito

En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificación para involucrar a los estudiantes en la educación superior en marketing, se identifican los principales temas de investigación tratados, las lagunas de investigación y se sugiere una agenda futura de investigación.

Diseño/metodología/enfoque

Una revisión de la literatura basada en dos búsquedas en Web of Science (WOS) permitió identificar 115 artículos. La minería de textos se utilizó para realizar un análisis de texto completo de los artículos relacionados con RV y gamificación en la educación superior. Los autores también compararon las características más destacadas de los artículos.

Hallazgos

A partir de este análisis, se encuentran y analizan cinco grandes temas de investigación: metodologías de enseñanza y educación, experiencia y motivación, compromiso de los estudiantes, aplicadas a la RV y la gamificación. Basándose en esto y siguiendo el marco del TCCM, el artículo proporciona una agenda futura de investigación.

Originalidad/valor

No hay una revisión exhaustiva que explore los temas, las teorías, construcciones y métodos utilizados en estudios anteriores relativos a RV y gamificación aplicados a servicios de educación superior basados en todos los artículos publicados en revistas académicas. Esta revisión proporciona una panorámica más detallada y sugiere a los académicos nuevas líneas de trabajo para seguir desarrollando este campo de investigación.

目的

本文的目的是回顾为了提高学生参与高等教育而使用虚拟现实(VR)和游戏化的营销方面的研究,以确定它们的研究主题,研究差距,并以此准备未来的研究议程。

文章设计/方法

本文的文献综述是基于Web of Science的两个搜索词进行的,最终搜索出115篇文章。本文采用文本挖掘方法,对与高等教育中的虚拟现实和游戏化相关的论文进行全文分析。作者还比较了这些文章中呈现的显著特征。

研究结果

从这一调查中,我们发现并分析了五大研究主题,即教学方法与教育、体验与动机、学生参与、虚拟现实应用理论和游戏化。在此基础上,遵循理论概念、特征、方法论框架,为今后的研究提供了方向。

本文独创性/价值

目前,在权威学术期刊上发表的所有文章,都没有对以往关于虚拟现实和游戏化应用于高等教育服务的研究的主题、理论、结构和方法进行全面的综述。本文旨在提供更深刻的见解,以帮助学者们为这一研究领域的发展做出贡献。

Open Access
Article
Publication date: 9 December 2021

Alfredo Alfageme, Salvador Seguí-Cosme and Yazmín Monteagudo-Cáceres

To uncover age inequalities in participation in higher education (HE) in Spain, the socio-demographic profile of Spanish adult undergraduates is compared to that of the general…

Abstract

Purpose

To uncover age inequalities in participation in higher education (HE) in Spain, the socio-demographic profile of Spanish adult undergraduates is compared to that of the general population of the same age group (25–54). Specific attention is devoted to differentials between face-to-face and distance adult students.

Design/methodology/approach

The study is mainly based on a comparative analysis of quantitative data generated by an online survey conducted by the authors among students over the age of 25 enrolled in Spanish public universities. Concurrent secondary sources have been considered as well.

Findings

Employment and family obligations appear as powerful conditioners of adults' access to HE, their choice of study mode (face-to-face or distance) and their area of study. The possession of previous HE qualifications also appears as an important factor differentiating adult undergraduates from the general population.

Research limitations/implications

The online survey is intended to reveal the main socio-demographic barriers to adult access to HE in Spain, rather than to draw a statistically representative profile of the target universe. The standard methodological recommendations have been followed to control the expected low response rate for the online questionnaire.

Practical implications

The study points to the need to deeply articulate current university-level compensatory mechanisms with macro-level age-sensitive social policies.

Social implications

Life course policies aimed at reducing age educational inequalities are advanced.

Originality/value

The social conditioners of adult participation in HE are addressed through a conceptual framework combining the life-course perspective with the prevalent research approach, centred on the notions of lifelong learning and non-traditional learners' unequal access.

Details

Journal of Applied Research in Higher Education, vol. 15 no. 1
Type: Research Article
ISSN: 2050-7003

Keywords

Open Access
Article
Publication date: 19 May 2020

Rebeca Cordero-Gutiérrez and Eva Lahuerta-Otero

The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs…

9699

Abstract

Purpose

The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs to create awareness and engagement.

Design/methodology/approach

This study combined the data envelopment analysis technique to measure advertising efficiency with multidimensional scaling (MDS) representation, thus offering alternatives for practitioners and organizations on how to evaluate social advertising performance.

Findings

Investments on social paid advertising are an affordable and effective way both to promote postgraduate programs and create engagement with prospective students. Facebook advertisements maximize visibility, which improves social and online positioning and encourages student recruitment.

Practical implications

Higher education institutions can efficiently promote their programs with a minimal social investment contributing to dissemination and engagement. Compared to other forms of traditional or digital advertising, social media ads can be efficient and affordable with wider segmentation and targeting options. Moreover, results are immediate and measurable and campaigns can be instantly modified to better suit the audience’s requirements.

Originality/value

This study is unique as it offers a new, alternative way of measuring efficiency, in addition to the classic ratios of payment models in digital advertising that combine clicks and impressions, on a sector where there are few empirical studies. Moreover, it can be easily applied to many other sectors in public and private organizations.

Propósito

El objetivo de esta investigación es examinar los diferentes resultados y el nivel de éxito obtenido con las campañas publicitarias desarrolladas en Facebook para promover programas de postgrado que aumenten la notoriedad y la participación de los mismos.

Diseño/método/enfoque

Combinamos la técnica de análisis de envolvente de datos (DEA) para medir la eficiencia de la publicidad con la representación de escalado multidimensional (MDS), ofreciendo alternativas tanto a profesionales como a organizaciones sobre cómo evaluar el rendimiento de la publicidad social.

Hallazgos

Las inversiones en publicidad social pagada son una forma asequible y efectiva tanto para promover programas de postgrado como para crear un compromiso con los posibles estudiantes. Los anuncios en Facebook maximizan la visibilidad, lo que también mejora el posicionamiento social y en línea, fomentando la captación de estudiantes.

Implicaciones prácticas

Las instituciones de educación superior pueden promover eficazmente sus programas con una inversión social mínima que contribuya a la difusión y el engagement. En comparación con otras formas de publicidad tradicional o digital, los anuncios de los medios sociales pueden ser eficientes y asequibles, con una segmentación y opciones de orientación más amplias. Además, los resultados son inmediatos y cuantificables y las campañas pueden modificarse instantáneamente para adaptarse mejor a las necesidades del público objetivo.

Originalidad/valor

Esta investigación es única ya que ofrece una nueva y alternativa forma de medir la eficiencia, además de los ratios clásicos de los modelos de pago en la publicidad digital que combinan clics e impresiones, en un sector en el que hay pocos estudios empíricos. Además, puede aplicarse fácilmente a muchos otros sectores en organizaciones públicas y privadas.

Content available
Book part
Publication date: 23 August 2021

Martha Ríos Manríquez

Abstract

Details

Empowerment, Transparency, Technological Readiness and their Influence on Financial Performance, from a Latin American Perspective
Type: Book
ISBN: 978-1-80117-382-7

Content available
Book part
Publication date: 23 August 2022

Abstract

Details

Global Meaning Making
Type: Book
ISBN: 978-1-80117-933-1

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