Metaverse-Based Marketing Education: Perspectives of Higher Education Students

Murat Gülmez (), Duygu Gür and Gülay Güler
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Murat Gülmez: Cag University
Duygu Gür: Cag University
Gülay Güler: Cag University

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 727-734 from Springer

Abstract: Abstract The purpose of this study is to examine the incorporation of metaverse technologies into education, with a particular emphasis on the “Meta Entrepreneurship” course at Cag University. Within the study, the Metaverse platforms’ perceived benefits, drawbacks, and overall influence on learning experiences particularly in comparison to conventional online platforms like Zoom are investigated. The study utilized a qualitative research methodology, using semi-structured interviews as the main method for collecting data. The interviews involved sixteen students who successfully finished the metaverse entrepreneurship course. These interviews aimed to gather valuable information regarding the students’ experiences at Metaverse. The results reveal that the metaverse offers significant benefits, including increased engagement, enhanced interaction, and a more personalized learning experience. Students reported that the immersive nature of the platform facilitated better focus and active participation, while the ability to customize avatars allowed for greater self-expression and creativity. The students stated that the metaverse environment had advantages for bringing product ideas to life, doing market research, formulating marketing strategies, and executing and assessing their success. However, some technical challenges were identified, particularly regarding hardware requirements and system performance. The study suggests that while metaverse has potential for education transformation, improvements in technological infrastructure and user experience are needed, and that educators should invest in training and resources.

Keywords: Metaverse entrepreneurship; Marketing; Education (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_79

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DOI: 10.1007/978-3-031-81962-9_79

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