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http://dx.doi.org/10.5392/JKCA.2022.22.05.097

University Marketing Using Metaverse in Virtual Reality Environment Case Analysis - Focusing on S University  

Won, Jong Won (순천향대학교 미디어 커뮤니케이션학과)
Jun, Jong Woo (단국대학교 커뮤니케이션학부)
Lee, Jong Yoon (상명대학교 사진영상미디어학과)
Publication Information
The Journal of the Korea Contents Association / v.22, no.5, 2022 , pp. 97-109 More about this Journal
Abstract
This study analyzed successful cases of using metaverse in a reality where interest in metaverse is increasing. The use of Metaverse is mainly used in companies to explore its industrial potential or government agencies strive for policy support, but the possibility of application in educational institutions has another meaning. We tried to find the success factors and future implications by analyzing actual cases of using metaverse at university entrance ceremonies. As a result of analyzing the case of S University in Asan, Chungcheongnam-do's metaverse entrance ceremony, it was determined that the university's first metaverse entrance ceremony could be counted as a very meaningful success story. Specifically, on the technical level, it stood out that the existing metaverse technology and the new technology for the event were properly harmonized. At the organizational level, it is meaningful that the internal organization's resources were efficiently utilized based on previous experiences. On the environmental level, the COVID19 environment and the MZ generation. It was analyzed that the social change of going to college contributed to the planning and success of the metaverse entrance ceremony. As a result, it is judged that the successful use of the resources possessed by a clear goal is the success factor of the metaverse entrance ceremony.
Keywords
Metaverse; TOE Model;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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