Virtual Reality in Marketing Communication - the Impact on the Message, Technology and Offer Perception - Empirical Study

• Autorzy: Filip Grudzewski , Marcin Awdziej , Grzegorz Mazurek , Katarzyna Piotrowska
• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

Słowa kluczowe

PL

Rzeczywistość wirtualna; Technika; Technologia; Technologia komunikowania; Marketing; Komunikowanie; Komunikowanie marketingowe; Reklama; Wirtualizacja

EN

Virtual reality; Technique; Technology; Communication technology; Marketing; Communication; Marketing communication; Advertising; Virtualization

• Czasopismo: Economics and Business Review
• Rocznik: 2018
• Tom: 4 (18)
• Numer: nr 3
• Strony: 36-50

Twórcy

autor

Filip Grudzewski

• Koźmiński University

autor

Marcin Awdziej

• Koźmiński University

autor

Grzegorz Mazurek

• Koźmiński University

autor

Katarzyna Piotrowska

• Koźmiński University

Bibliografia

• Adams, R. L. (2016, October 17). Five ways virtual reality will change the world. Forbes. Retrieved from https://www.forbes.com/sites/robertadams/2016/10/17/5-ways-virtual- reality-will-change-the-world/

Identyfikatory

DOI

10.18559/ebr.2018.3.4