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An investigation into how marketers use Virtual Reality (VR) technology to enhance consumer interaction

Cordero Alvarez, Jonathan Adrian (2022) An investigation into how marketers use Virtual Reality (VR) technology to enhance consumer interaction. Masters thesis, Dublin, National College of Ireland.

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Aim and Objectives: This research aimed to examine the significance of virtual reality in marketing. This study's first objective was to determine virtual reality's importance and role in marketing. The second objective of this research was to explore how technology and language adaptation is necessary for developing high-quality experiences. The third objective of this review was to compare virtual reality in marketing with augmented reality. Finally, this study's fourth objective was to investigate virtual reality's impacts on consumer-brand interaction.

Method: This research employed a primary qualitative design and collected data using semi-structured interviews from 10 brand managers and marketers who shared in-depth perceptions on the significance of VR in marketing activities and its role in influencing consumer-brand interaction. The results were generated using the technique of thematic analysis.

Results: The findings suggest that virtual reality influences consumer-brand interaction as it allows consumers to have more holistic purchase encounters, making them feel more physically and intellectually connected to a company.

Conclusion: The study concluded that VR delivers long-term advantages through creative business structures and helps clients remain updated on the latest products through virtual experiences. Aside from that, VR provides a very immersive experience with a strong perceptual impact and psychological connection with consumers. Businesses might be able to take advantage of this relationship to engage with customers in novel and productive ways. According to studies, customers who have a strong emotional relationship with a brand are also more likely to make repeat purchases and become brand ambassadors for life.

Item Type: Thesis (Masters)
Darcy, Sinéad
Uncontrolled Keywords: Virtual Reality (VR); Consumer-brand Interaction; Qualitative Research; Thematic Analysis; Primary Data; Marketing; Technology; and Language Adaptation; Augmented Reality (AR)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
T Technology > TA Engineering (General). Civil engineering (General) > Systems engineering > Simulation methods > Mathematical models > Computer simulation > Virtual reality
Divisions: School of Business > Master of Science in Marketing
Depositing User: Tamara Malone
Date Deposited: 13 Apr 2023 13:20
Last Modified: 13 Apr 2023 13:20

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