With the advent of rapidly changing technology in the 21^st century, new recreational activities and subsequent business models have inevitably unfolded; moreover, entire industries have emerged and challenged the way people and businesses function and interact.  Specifically, the proliferation of online video games and virtual worlds such as Second Life have fundamentally altered consumers’ lifestyles and instilled change in the way corporations must think and conduct business in order to reach their target markets.  Although not all demographic segments are considered throughout the study, this exploratory research illuminates the virtual world industry, the explanations for growth of the industry among its target market, and the emerging trends for entrepreneurial ventures and integrated marketing communications inside the medium.  The research explores the effectiveness of operating and promoting higher education in Second Life.

            The results illustrate consumers 17-24 years old still rely on more consistent, traditional media for information content related to higher education.  The development of a business model and marketing mix in such vehicles as Second Life that often feature uncensored content may not serve as an appropriate method of connecting with the target demographic.  Benefits of utilizing the innovative medium for commerce, education, and promotion include rapid growth of the industry, sophisticated segmentation, and increased brand awareness and reach related to the added reality that such content contributes.  Further research and recommendations are suggested in making Second Life a viable option for providing and promoting higher education.