Research Article
Mary Precy Aguilar, Wondwesen Tafesse
CONT ED TECHNOLOGY, Volume 18, Issue 3, Article No: ep665
ABSTRACT
Virtual reality’s (VR) potential and applications in education gained much interest recently, particularly as a pedagogical tool in higher education. It is well recognized for its immersive nature, promoting interaction and a sense of realism. A noticeable gap exists in the empirical application of VR in business education grounded in a specific learning theory. This study applies Kolb’s experiential learning theory and employs Kolb’s four-stage cycle to examine the impact of VR-immersive pedagogy—an area that remains underexplored. The study is qualitative and uses thematic analysis with ChatGPT as a research tool. While language models, such as ChatGPT, have gained much attention as a research tool, the benefits and limitations must be critically considered. The findings provide a comprehensive narrative of how students engage in the four phases of Kolb’s learning cycle: concrete experience, reflective observation, abstract conceptualization, and active experimentation. This study also identified the challenges and practical difficulties encountered in using VR in the classroom. It provides educators with a deeper understanding of the pedagogical impact of VR, enabling them to make informed decisions regarding curriculum design and pedagogy to facilitate experiential learning. This study highlights the potential of language models to enhance qualitative data analysis.
Keywords: virtual reality, student experience, experiential learning, higher education, business education, GenAI
Research Article
Metin Argan, Necip Serdar Sever
CONT ED TECHNOLOGY, Volume 1, Issue 2, pp. 118-133
ABSTRACT
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.
Keywords: Edutainment, Entertainment, Marketing Communication Education, Experiential Learning