Predicting students' attitudes towards advertising on a university Virtual Learning Environment (VLE)

Ogba, Ike, Saul, Neil and Coates, Nigel (2012) Predicting students' attitudes towards advertising on a university Virtual Learning Environment (VLE). Active Learning in Higher Education, 13 (1). pp. 63-75. ISSN 1469-7874

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Official URL: http://dx.doi.org/10.1177/1469787411429184

Abstract

Most if not all UK universities and many in other parts of the world support their student learning via a virtual learning environment (VLE). Online resources are going to be increasingly important to students as the internet is very much part of their lives. However, the VLE will require ongoing investment to keep pace with technological developments and student expectations, and at a time when public funding of UK universities is being cut. One funding method could be from advertising on the VLE. This study investigates students’ attitudes towards advertising being included within a university’s VLE learning system. A 10 item questionnaire was randomly administered to students enrolled on undergraduate business and management courses at two universities. The study reveals that students show positive attitudes towards advertising included on a VLE. The findings also indicate that students do not view internet advertising on a VLE as intrusive, and may well be receptive towards the advertisements. These findings have implications for understanding students’ attitude towards a VLE and also to the future (if any) of advertising on VLEs within the higher education sector.

Item Type: Article
Uncontrolled Keywords: consumer attitude, electronic learning system, internet advertising, students, universities, VLE
Subjects: N500 Marketing
X900 Others in Education
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Helen Pattison
Date Deposited: 22 May 2012 13:26
Last Modified: 10 Aug 2015 10:59
URI: http://nrl.northumbria.ac.uk/id/eprint/7307

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