The Use of Virtual Reality in Marketing: Exploring the Need for Technology and Language Adaptation to Create High Quality Immersive Experiences

Rach, Markus; Scott, Russell

doi:10.1007/978-981-15-1564-4_8

Cited by 8 publications

(4 citation statements)

References 42 publications

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“…In this direction, Li & Chen (2019) distinguished the influence of VR contents from the effect of tourists' perception of the VR technology on visiting intentions. The recent review by Rach & Scott (2020) has raised the need to fill an important gap in research on the use of VR in marketing by considering the effects of narrative components on presence and immersion in VR through narrative theory. Based on this perspective, future research could assess the effectiveness of these VR experiences for cultural tourism marketing by investigating the influence of narrative engagement on users' behavioral intentions towards the featured cultural heritage resources.…”

Section: Discussionmentioning

confidence: 99%

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

Marasco

2020

THJ

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Virtual reality offers unprecedented opportunities for creating cultural tourism experiences that tell visitors emotionally engaging stories about the past. This paper focuses onthe latest frontier of immersive storytelling rivalling feature films, cinematic virtual reality, which can immerse users into 360-degree films making them feel like living the story. Through a qualitative analysis of five projects, this paper explores how this new media form has been applied for cultural heritage storytelling and analyses the reactions of users to the historyliving experiences with an emphasis on their emotional responses. Based on the findings of the analysis, implications are discussed for the design of VR experiences in cultural tourism.

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Section: Discussionmentioning

confidence: 99%

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

Marasco

2020

THJ

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“…If the hardware conditions are met, there are still narrative-based considerations to be met for VR to be effective [33]. It is unclear how much impact narrative considerations have in VR, however poorly met narrative factors may render the VR learning experience void.…”

Section: Discussion and Vr Selection Modelmentioning

confidence: 99%

A Virtual Reality Check: Covid-19 & the Challenges Facing Virtual Reality as an off-the-shelf Mainstream EdTech Solution

Rach

Scott²

2020

Fuzzy Systems and Data Mining VI

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Virtual Reality has been much researched as an education technology, particularly under the constructivist perspective of learning environments. Whilst some education institutes have already applied VR within their curriculum, or for marketing purposes, interest has calmed much around the technology. However, since the start of the global Covid-19 pandemic, many educators were faced with the need to distance educate, which sparked a new wave of interest in VR as a potential education technology solution; even to extent of classroom substitution. Whilst the advantages of VR to education have been researched, this paper seeks to address a specific research gap to assist education in the selection of VR as a suitable education technology. Based on qualitative interviews, literature research and the practitioner experience of the authors in the field of education and VR, a technology fit assessment model has been proposed to support education institutes in their VR evaluation process.

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“…This powerful interaction can increase user participation and retention rate. RACH, A. Scott, R.A study mentioned this, which studied the technical and language adaptation required by VR in marketing, including creating a high-quality immersive experience [9]. In VR, advertising can be more interesting and interactive, thereby improving advertising efficiency.…”

Section: Impact Of Vr On the Broader Market Presencementioning

confidence: 99%

The Logic and Mechanism of VR Marketing: Market Shaping in the Perspective of Virtual Reality

Chen,

Zhong

2024

LNEP

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With the rapid development of technology, VR technology has become an emerging trend in the field of marketing. This paper explores the application of VR technology in marketing and analyzes its impact on consumer behavior and marketing Ddelves into two successful cases of VR in marketing: the Volvo XC90 VR test drive and Audi's virtual showroom, revealing the practical application of VR in improving user engagement and creating a unique shopping experience. VR technology provides an immersive experience that enhances the user's interaction with the product and brand and improves the user's behavior and marketing strategy. VR technology provides an immersive experience that enhances user interaction with products and brands, increasing user retention and advertising effectiveness. VR marketing is more effective than traditional marketing in increasing user engagement, emotional connection, memory, and satisfaction, thus increasing user conversion and loyalty. The article gives the advantages and disadvantages of VR marketing. The advantages of VR marketing are more realistic product demonstrations or trial experiences, the ability to create in-depth, emotional brand storytelling narratives, and expanding global markets and audiences. Its disadvantages are high technology costs, user access thresholds, technical limitations consumer adaptation issues, and limitations of the experience. In addition, this paper discusses the challenges faced by VR technology in marketing: including user acceptance, quality of experience, clarity of user needs, protection of user rights and interests, and future development potential: improving user education and guidance, optimizing user experience, conducting in-depth research on user needs, and protecting user rights and privacy.

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The Use of Virtual Reality in Marketing: Exploring the Need for Technology and Language Adaptation to Create High Quality Immersive Experiences

Cited by 8 publications

References 42 publications

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

A Virtual Reality Check: Covid-19 & the Challenges Facing Virtual Reality as an off-the-shelf Mainstream EdTech Solution

The Logic and Mechanism of VR Marketing: Market Shaping in the Perspective of Virtual Reality

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