<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p></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.

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

Economics and Business Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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...

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

Published Online: Jul 31, 2018

Page range: 36 - 50

Received: Dec 18, 2017

Accepted: Apr 24, 2018

DOI: https://doi.org/10.18559/ebr.2018.3.4

Keywords
virtual reality, VR, technology, marketing communication, advertising, virtualization

© 2018 Filip Grudzewski, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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

Published Online: Jul 31, 2018

Page range: 36 - 50

Received: Dec 18, 2017

Accepted: Apr 24, 2018

DOI: https://doi.org/10.18559/ebr.2018.3.4

Keywordsvirtual reality, VR, technology, marketing communication, advertising, virtualization

© 2018 Filip Grudzewski, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
virtual reality, VR, technology, marketing communication, advertising, virtualization