#5322. Virtual reality and gamification in marketing higher education: a review and research agenda

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Education
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Abstract:
Purpose: The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda. Design/methodology/approach: A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.
Keywords:
Education; Gamification; Learning process; Student engagement; Text-mining; Virtual reality

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