Virtual Reality in the Marketing Classroom

This study attempts to better understand the value of incorporating virtual reality into education, particularly in the marketing area. Virtual reality is being increasingly utilized in the marketing world and shown to improve the educational experience of students. This research evaluates the pedagogical impact of virtual reality in a global marketing context. Results from pilot studies among students in classes suggest that virtual reality has a positive effect on enjoyment and learning and that virtual reality content and delivery mechanism are important variables for consideration. Our study seeks to validate these results with a larger sample size using students outside the classroom. To test the effects of delivering content via virtual reality versus conventional media, we selected two videos that can be watched in both a virtual reality format and standard video format: “Experience the TOMS Virtual Giving Trip” and “We Shall Have Peace: A VR Documentary in South Sudan.” We then recruited student participants to watch the videos. Student participants were divided into two groups: those watching the videos on an Oculus Quest virtual reality headset and those watching the videos on a laptop. The groups were then further divided based upon which video they viewed first to eliminate rotation bias. After watching the two videos, students took a survey to assess their enjoyment, interest, understandability and content learned for both formats of viewing. We have currently had 84 student participants and are working diligently to deliver the survey to another 16 students to complete the survey