Brand orientation and service quality in online and offline environments: empirical examination in higher education

This study examines the relationship between perceived brand orientation (PBO) and service quality (SERVQUAL) in both online and offline education environment. A total of 476 questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between PBO and service quality (SERVQUAL). The “interaction” dimension of PBO is significantly related to all elements of SERVQUAL in both groups. The “affect” dimension is only significantly related to the “tangibles” dimension in the online groups and is not significantly related to all SERVQUAL dimension in the offline groups

An exploration of massively multiplayer online role playing games : their application to public relations education and possible future public relations practice

Social communication technologies present exciting and challenging opportunities for public relations professionals. Although not new the latest online attraction grabbing the attention of educators and companies around the globe are the virtual worlds known as Massively-Multiplayer Online Role-Playing Games (MMORPGs). This paper will examine MMORPGs - in particular Second Life - and consider their potential as an educational medium and relevance to the practice of public relations. The paper argues that MMORPGs slwuld be taken seriously by educators and public relations professionals alike and not simply be treated as online entertainment.

Literacy, identity and online fantasy sports games

Digital Games: Literacy in action is the result of a wide-ranging investigation into the educational possibilities involved in young people and games.

Pretty good for a girl: gender, identity and computer games

Young people’s participation in online digital culture is one of the most efficient means by which they become proficient in the management of Information and Communications Technologies and the new literacies emerging there. This paper reports on a small project investigating the
gendered dimensions of teenagers’ engagement in and out of school with stand-alone and multiplayer computer games. The study explored the game playing practices of a group of students in an English curriculum unit and the social and game playing practices of a group of young women of South East Asian backgrounds in a LAN café who had formed their own Counterstrike clan. It found that expertise is not just a matter of specific skills, strategies and familiarity, but is more broadly located within the complex dynamics of in- and out-of-school discourses and contexts that need to be factored in to the construction of gender-equitable pedagogy and curriculum.

Using multimedia and interactive games to enhance students' understanding of SCM

It is challenging to teach supply chain management (SCM) practices and technologies to tertiary students. This is because the back-end and highly dynamic processes can be difficult to visualise and because many students only have experience as a consumer. This paper reports the authors' experiences using a variety of multimedia and interactive enhancements we have used with our SCM learning materials: SCM business simulations; online learning modules with interactive games; and multimedia resources such as videos and animations. The paper also provides an overview of the challenges faced using these approaches, which gives rise to a number of future research opportunities. It also argues that these approaches can support educators with any epistemological view of learning. The paper makes a significant contribution because there has been little if any research into the use of these approaches in SCM education.

Invigorating play : the role of affect in online multiplayer fps games

This chapter reexamines the relationship between the representative capacities of violent video games and the military industrial entertainment complex. It proposes a study of the affective capacities of violent militarised online multiplayer games to expand the limited accounts of the dominance of the military discourse and better understand what is going one while gamers play.

Online and internet-based technologies: gaming

There are high expectations of the educational value of online games and immersive, virtual worlds. Digital games, if used for educational purposes, it is argued, have the capacity to transform learning, engage disenchanted students, address major differences in experience and orientation in out-of-school and in-school contexts, teach twenty-first-century literacies and prepare learners to become tech savvy, critical and agential participants – ‘knowledge workers’ (Gee et al., 1996) – in a technologically saturated world. As governments and other institutions seek to respond to rapid and massive technological change, the use of games-based learning via online and mobile Internet-based technologies is seen as providing much potential for innovative, effective and accessible contemporary teaching and learning. While there is considerable enthusiasm for the use of games to support learning, however, research focusing on these areas is fragmented and provides a more mixed picture of their use.Games studies as an interdisciplinary field is informed by quite different research traditions and trajectories, each with its own epistemological framework and assumptions. In this chapter, the focus is on games and learning as they relate to formal educational contexts, particularly schools. The chapter begins with an overview of some of the key issues and assumptions related to the use of online games for educational purposes. This is followed by a discussion of four major disciplinary orientations towards games: perspectives and approaches drawn from humanities and social science; explorations of literacy and media production from media and cultural studies; the study of games themselves within the formally designated, eponymous area of games studies; and technical and educational approaches based in the fields of e-learning and instructional design. This section concludes with an extended discussion of the use of Second Life, which canvasses the main approaches to its use, and goes on to provide a detailed account of the use of Second Life to foster argumentative knowledge construction in Singapore secondary schools (Jamaludin et al., 2009). This is followed by an account of ongoing tensions between research traditions and a discussion of issues for further development and insights for the future. The chapter concludes with a summary of key points and suggestions for further reading in the games and learning area.

Shifting practices and frames: literacy, learning and computer games

Digital culture and the online world have profound implications for contemporary notions of literacy, learning and curriculum. The increasing integration of digital culture and technologies into young people’s lives reflects the energy and excitement offered by online worlds. Online forms of text and communication are shaping students’ experience of the world, including expectations and experiences about learning and literacy. While print literacies remain important, for schools to prepare students to participate in critical and agential ways in the contemporary and future world, they need also to teach them to be fully literate in digital and multimodal literacies, and at ease and in control in the online world. Computer games, and other forms of digital games, teach and exemplify multimodal forms of literacy. Schools can capitalize on their potential and work with them productively. Doing so however, entails recognizing the messy complexity of schooling, and the practicalities of classroom lives. This chapter reports on a three year project in five schools concerned with literacy and computer games, and discusses the important role of teachers as on-the- ground leaders in pioneering new conceptions of literacy, and of curriculum change, and the importance of school structures and support to enable such change to happen.

Online and postal data collection methods: a comparative study

Computer-mediated marketing research has been enthusiastically embraced by marketing organisations and those servicing them, for many reasons. While researchers using the Internet (Net) and World Wide Web (Web) in its early years reported benefits such as high response levels, there are now issues in this regard. This paper reports on the outcomes of a probabilistic study involving football club members (subscribers) involving both postal and online (e-mail invitation and HTML Web form) data collection methods. The paper reports differences in both the response pattern and demographic profile of respondents between the groups such as to warrant further examination of the methods used in online marketing research, and to suggest the need for further study.

LAN cafes: cafes, places of gathering or sites of informal teaching and learning?

Despite the interest of sociologists and educational researchers in Internet café as sites for new cultural and social formations and informal learning, thus far little attention has been paid to the function of café owners, managers and other staff in the mediation and co-construction of those spaces. Drawing from interviews with managers of commercial Internet café in Australia specialising in LAN (Local Area Network) gaming, this article seeks to examine their role and their attitudes more closely; in particular with regard to school-aged users of their facilities. We contend that LAN café are liminal spaces situated at the margins of Australian culture and located at the junctions between home, school and the street, online and offline spaces, work and play. The roles of LAN café managers are similarly ambiguous: in many ways they can be regarded as informal teachers facilitating the process of informal learning.