e-ISSN: 1309-517X
Constructs and Relationships of Edutainment Applications in Marketing Classes: How Edutainment Can be Utilized to Act as a Magnet for Choosing a Course?

Metin Argan 1, Necip Serdar Sever 1 *

CONT ED TECHNOLOGY, Volume 1, Issue 2, pp. 118-133

OPEN ACCESS   1731 Views   1341 Downloads

Download Full Text (PDF)


The purpose of this study was to investigate the constructs of edutainment applications and their relationships during marketing communication courses. A sample of 347 undergraduate students completed a 27-item questionnaire to gather research data. The confirmatory factor analysis revealed five valid constructs: Participation and interaction, perceived learning effects, drama and practice, instructor and classroom atmosphere, and story and material. These constructs were further analyzed by the structural equation modeling (SEM), which indicated that four of the constructs were found to be effective on the perception of learning. Instructor and classroom atmosphere was revealed to have a direct (mediating) impact on perceived learning, whereas other constructs had an indirect effect on perceived learning. It appears that the research findings would help tertiary institutions to develop more learner-centered approaches to learning, and will certainly help marketing individual courses at the micro level.



The articles published in this journal are licensed under the CC-BY Creative Commons Attribution International License.
This website uses cookies to provide necessary website functionality. By using our website, you are agree to our Privacy Policy.