Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date



This exploratory research investigates the virtual world industry, explanations for its growth and emerging trends for entrepreneurial ventures and marketing communications. It then explores the effectiveness of operating and promoting higher education in Second Life. Results illustrate consumers 17-24 years old still rely on traditional media for information related to higher education. Developing a business model and marketing mix in Second Life, that often features uncensored content, may not be an appropriate method of connecting with the target demographic. Benefits of utilizing virtual worlds are considered; further research is recommended; suggestions are offered to increase Second Life’s viability in higher education.

About the Authors

Daniel DeMaiolo will receive his baccalaureate of science in business administration from Youngstown State University with a double major in Advertising/Public Relations and Marketing Management in May 2010. His research “An Economic Analysis on the Effects of Outsourcing Revisited” placed 2nd in the Stocks Department of Economics Essay contest. He is a University Scholar, chapter member of the American Marketing Association, and currently serves on the Youngstown State University Board of Trustees.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons