A Tale of Two Worlds: A Second Life for Higher Education?

This exploratory research investigates the virtual world industry, explanations for its growth and emerging trends for entrepreneurial ventures and marketing communications. It then explores the effectiveness of operating and promoting higher education in Second Life. Results illustrate consumers 17-24 years old still rely on traditional media for information related to higher education. Developing a business model and marketing mix in Second Life, that often features uncensored content, may not be an appropriate method of connecting with the target demographic. Benefits of utilizing virtual worlds are considered; further research is recommended; suggestions are offered to increase Second Life’s viability in higher education