How Can the Marketing Sector Benefit from Virtual Reality? A SWOT Analysis

Today, immersive technologies like Virtual Reality (VR) are regarded as disruptive tools in many domains, including education. While the body of literature in the field is growing, studies that present contrasting findings are not uncommon. In fact, although there is evidence of the benefits brought by VR in the educational processes, in some cases the effects of a possible trade-off between learning effectiveness and quality of the learning experience (or QoLE) may be observed. The two dimensions are difficult to disentangle, as besides learning effectiveness, other factors like motivation, technology acceptability, workload, presence, immersion, engagement, and usability come to play. This paper digs into the above scenario by focusing on the QoLE of immersive VR-based learning and comparing it with that of two conventional approaches (a physical prop-based one and a 3D desktop application). Separation of the two dimensions is pursued by imposing equality of the learning performance achieved with the three approaches, aiming at getting rid of possible confounding factors. From the results of the user study performed in the context of a STEM-related laboratory activity, the VR-based approach appeared to be generally superior to the prop-based approach and showed several advantages over the 3D desktop application.

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The Integration of Augmented Reality: A New Paradigm Shift in Marketing Approach

Rachana

2024

IJCSBE

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Purpose: The emergence of Augmented Reality Marketing (ARM) has been fuelled by recent advancements in AR technology and its growing application in marketing strategies and practices. Despite an increasing body of literature on the subject, managers and researchers still struggle to clearly articulate how ARM creates valuable customer experiences that differentiate it from other marketing strategies. This paper defines ARM as a customer-facing interface integrating digital marketing technologies into real-world environments. Drawing on the "situated cognition" theories from social psychology, we identify a unique set of digital affordances offered by ARM that extend beyond traditional marketing channels. By applying key concepts from situated cognition theory, we develop a comprehensive framework for understanding and enhancing ARM experiences, providing a foundation for future research and practical applications.

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How Can the Marketing Sector Benefit from Virtual Reality? A SWOT Analysis

Cited by 3 publications

References 26 publications

How Can Credit Scoring Benefit from Machine Learning? SWOT Analysis

How Can Credit Scoring Benefit from Machine Learning? SWOT Analysis

On the Quality of the Experience With Virtual Reality-Based Instructional Tools for Science Lab Activities

The Integration of Augmented Reality: A New Paradigm Shift in Marketing Approach

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