Abstract
VR technology is an emerging IT innovation that greatly affects consumer behaviour and consumer perception of products. The aim of this study is to examine how the virtual reality phenomenon can be used as a marketing communication tool and how its usage affects the reception of individual components of a marketing message. The research conducted examined the possible impact of virtual reality on message perception and attitude towards particular offers. Additionally the authors wanted to find out whether there was a relationship between the use of virtual reality and the acceptance of new technologies in marketing communication. To verify the stated hypotheses empirical research was conducted involving an experiment with 150 observations of respondents taking advantage of three different marketing communication tools including: VR presentation with Oculus Rift hardware, video and printed advertisements. The results obtained reveal that VR technology positively and significantly impacts the reception of the offer, the technology involved and the presentation itself.
Highlights
Virtual Reality is a computer based technology that makes it possible to simulate a real environment in which the user can experience the feeling of being present (Serrano, Botella, Baños and Alcañiz, 2013)
This is all possible because of a massive growth in the popularity of Virtual Reality (VR) products, which let people escape from the physical reality and dive deep into a virtual one, along with the high applicability of VR systems in such industries as: video entertainment, live events, education, retail, real estate, military, healthcare and engineering (Benefield, Rutherford, & Allen, 2012; Hassouneh & Brengman, 2015)
It is expected that this trend will spread faster than was the case with the Internet and smartphones, especially since in order to consume basic VR content consumers do not need to invest in very expensive hardware they just have to add accessories that will change their smartphones into VR devices (Barnes, 2016)
Summary
Virtual Reality is a computer based technology that makes it possible to simulate a real environment in which the user can experience the feeling of being present (Serrano, Botella, Baños and Alcañiz, 2013). Piotrowska, Virtual reality in marketing characterized as an environment created by a computer or other media, an environment in which the user feels present The number of VR users may increase rapidly with possibly up to 171 million active users in 2018, including 28 million users willing to pay for the content offered It is expected that this trend will spread faster than was the case with the Internet and smartphones, especially since in order to consume basic VR content consumers do not need to invest in very expensive hardware they just have to add accessories that will change their smartphones into VR devices (Barnes, 2016)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
