Virtual reality and gamification in marketing higher education: a review and research agenda

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2020-09-07 DOI:10.1108/sjme-01-2020-0013

S. Loureiro, R. G. Bilro, Fernando Angelino

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引用次数: 29

Abstract

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.,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.,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.,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.,En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificacion para involucrar a los estudiantes en la educacion superior en marketing, se identifican los principales temas de investigacion tratados, las lagunas de investigacion y se sugiere una agenda futura de investigacion.,Una revision de la literatura basada en dos busquedas en Web of Science (WOS) permitio identificar 115 articulos. La mineria de textos se utilizo para realizar un analisis de texto completo de los articulos relacionados con RV y gamificacion en la educacion superior. Los autores tambien compararon las caracteristicas mas destacadas de los articulos.,A partir de este analisis, se encuentran y analizan cinco grandes temas de investigacion: metodologias de ensenanza y educacion, experiencia y motivacion, compromiso de los estudiantes, aplicadas a la RV y la gamificacion. Basandose en esto y siguiendo el marco del TCCM, el articulo proporciona una agenda futura de investigacion.,No hay una revision exhaustiva que explore los temas, las teorias, construcciones y metodos utilizados en estudios anteriores relativos a RV y gamificacion aplicados a servicios de educacion superior basados en todos los articulos publicados en revistas academicas. Esta revision proporciona una panoramica mas detallada y sugiere a los academicos nuevas lineas de trabajo para seguir desarrollando este campo de investigacion.

查看原文本刊更多论文

高等教育营销中的虚拟现实与游戏化:回顾与研究议程

本文的目的是回顾关于使用虚拟现实(VR)和游戏化的研究，以吸引高等教育学生参与营销问题，以确定研究主题，研究差距，并准备未来的研究议程。根据Web of Science的两个搜索词进行文献综述，最终得到115篇文章。本文采用文本挖掘方法对高等教育中与虚拟现实和游戏化相关的论文进行全文分析。作者还比较了文章中呈现的显著特征。从这一分析中，发现并分析了五大研究课题，即教学方法与教育、体验与动机、学生参与、VR应用理论和游戏化。在此基础上，遵循理论概念特征的方法论框架，提出了未来研究的方向。在知名学术期刊上发表的所有文章中，没有对VR和游戏化应用于高等教育服务的先前研究的主题、理论、结构和方法进行全面的综述。本文旨在提供更深入的见解，帮助学者们为这一研究领域的发展做出贡献。(1)通过对虚拟现实(RV)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，实现对虚拟现实(vr)的研究。科学网络(Web of Science, WOS)的《文献基础分析》(la literatura basada and dos busquedas)修订版允许相同的115篇文章。语篇理论是通过对语篇的分析与实现，来完成语篇关系的建构，从而实现语篇的游戏化。自动驾驶汽车的特性与自动驾驶汽车的特性比较。参与者的学习分析，参与者的学习分析，参与者的学习分析，参与者的学习分析，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查。巴桑多夫说:“我认为，在今后的调查中，我将特别注意到这一点。”,没有干草una修订exhaustiva探索洛特马,las teorias,民用和y metodos utilizados en工厂化前relativos房车y gamificacion aplicados servicios de educacion优越basados en todos洛杉矶危象publicados在航空杂志上academicas。在此基础上，研究人员提出了一种新的研究方法，即在研究过程中对全景图进行修正。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.