The Influence of Virtual Reality on Marketing Education in Jordan: A Developing Synthesis

Abstract

This research aims at examining the splendid affordance of virtual reality (VR) in enhancing marketing education in Jordan. The research focusses on the effects of integrating the use of marketing simulations through virtual reality on students’ perceptions of course interestingness, desire to learn, confidence in course contents, and recall ability. What is more, it explores how cultural background and technological skill impact the results of virtual reality. This well-thought-out mixed-methods research incorporates a well-designed quantitative questionnaire with carefully designed semi-structured interviews to gather quantitative and qualitative data in a small, selected sample of Jordanian university students studying in prestigious programs in the field of marketing. It is a clear implication of the study that VR goes a long way in enhancing students’ interest, enthusiasm, and confidence in their capabilities, as well as mastery and knowledge, all crucial attributes towards the development of essential marketing skills. However, due to cultural background and technological literacy, the effectiveness of VR differs, and that is why applications should be culturally sensitive, and people who use VR should receive detailed instructions and support. The findings of the study include a more accurate verification of the contribution of VR within the domain of marketing while stressing the importance of enabling cultural sensitivity and technological skills in the application of VR projects.