A comparative study of marketing student engagement in online social networks and virtual worlds : Facebook versus second life
Luck, Edwina M. & Mathews, Shane W. (2010) A comparative study of marketing student engagement in online social networks and virtual worlds : Facebook versus second life. In Proceedings of 2010 Global Marketing Conference, Hotel Okura, Tokyo.
The study evaluated two student online contemporary learning environments; Second Life and Facebook, student learning experiences and student knowledge outcomes. A case study methodology was used to gain rich exploratory knowledge of student learning when integrating online social networks (OSN) and virtual worlds (VW) platforms. Findings indicated students must perceive relevance in the activities when using such platforms, even though online environments create an interesting learning space for students and educators, the novelty can diminish quickly and these online environments dilute traditional authority boundaries.
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|Item Type:||Conference Paper|
|Keywords:||marketing student engagement, online social networks, virtual worlds, facebook, second life|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2010 [please consult the authors]|
|Deposited On:||11 Jan 2011 11:31|
|Last Modified:||01 Mar 2012 00:29|
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