Let Them Play! Active Learning in a Virtual World

In this research, the authors introduce Second Life in undergraduate marketing courses to evaluate its impact on learning. Following the principles of active learning, they conducted two studies (“observing-reflection” and “observing-doing-reflection”) in which a total of 201 marketing students participated. Findings show that students who feel Second Life is more game-like and easy to use report greater effectiveness of learning. When “doing” is incorporated in learning activity, enjoyment and learning outcomes improve significantly.