Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study

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.

Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

“…Further research should focus on the implementation of analogous experiments for different types of products, as well as on the analysis of the relationship between the reception of technology, message and offer, and purchase decisions, together with the management implications of using virtual reality in marketing communication strategies and tactics (Grudzewski et al, 2018).…”

Use of virtual reality in digital marketing communication

“…Marketing communication is one of the most important elements determining the establishment and maintenance of the company's relations with clients and other entities of the market environment. The effective use of marketing communication requires, not only very good knowledge of social phenomena and market processes, but also knowledge of instruments and information communication technology (Grudzewski, Awdziej, Mazurek, and Piotrowska, 2018). Companies that use modern marketing communication methods and tools are able to quickly and effectively interact with consumers and other entities of their marketing environment (Hajduk, 2016).…”

An Experimental Study to Investigate the Potential of Online Shopping in Immersive Virtual Realities Compared to Conventional Online Shops

“…Pillai et al (2013) added that presence is not only being there, but also a mixture of multiple feelings and a significant experiencing of reality. With a stronger relationship to virtual reality Grudzewski et al(2018) point out that the experience of presence in an environment is evoked by means of a communication medium. Steuer (1992) -a pioneer in VR research -pointed out two crucial components regarding the sense of being present: 'vividness' as the representational richness of a mediated environment, and 'interactivity' in terms of the extent to which users can participate in modifying the form and content of a mediated environment in real time.…”