IDEAS home Printed from https://ideas.repec.org/a/vrs/ecobur/v4y2018i3p36-50n4.html
   My bibliography  Save this article

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

Author

Listed:
  • Grudzewski Filip

    (Koźmiński University, Department of Marketing, ul. Jagiellońska,Warsaw, Poland)

  • Awdziej Marcin

    (Koźmiński University, Department of Marketing, ul. Jagiellońska,Warsaw, Poland)

  • Mazurek Grzegorz

    (Koźmiński University, Department of Marketing, ul. Jagiellońska,Warsaw, Poland)

  • Piotrowska Katarzyna

    (Koźmiński University, Department of Quantitative Methods & Information Technology, ul. Jagiellońska,Warsaw, Poland)

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.

Suggested Citation

  • Grudzewski Filip & Awdziej Marcin & Mazurek Grzegorz & Piotrowska Katarzyna, 2018. "Virtual Reality in Marketing Communication – the Impact on the Message, Technology and Offer Perception – Empirical Study," Economics and Business Review, Sciendo, vol. 4(3), pages 36-50, July.
    • Handle: RePEc:vrs:ecobur:v:4:y:2018:i:3:p:36-50:n:4
    DOI: 10.18559/ebr.2018.3.4
    as

    Download full text from publisher

    File URL: https://doi.org/10.18559/ebr.2018.3.4
    Download Restriction: no
    File URL: https://libkey.io/10.18559/ebr.2018.3.4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Justin Benefield & Ronald Rutherford & Marcus Allen, 2012. "The Effects of Estate Sales of Residential Real Estate on Price and Marketing Time," The Journal of Real Estate Finance and Economics, Springer, vol. 45(4), pages 965-981, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Oded Palmon & Ben J. Sopranzetti, 2017. "On the relationship between the number of a broker’s real estate listings and transaction outcomes," Review of Quantitative Finance and Accounting, Springer, vol. 49(1), pages 65-89, July.
    2. Bian, Xun & Waller, Bennie D. & Turnbull, Geoffrey K. & Wentland, Scott A., 2015. "How many listings are too many? Agent inventory externalities and the residential housing market," Journal of Housing Economics, Elsevier, vol. 28(C), pages 130-143.
    3. Xin He & Zhenguo Lin & Yingchun Liu & Michael J. Seiler, 2020. "Search Benefit in Housing Markets: An Inverted U‐Shaped Price and TOM Relation," Real Estate Economics, American Real Estate and Urban Economics Association, vol. 48(3), pages 772-807, September.
    4. Irwin, Nicholas & Wolf, David, 2022. "Time is money: Water quality's impact on home liquidity and property values," Ecological Economics, Elsevier, vol. 199(C).
    5. Randy Anderson & Raymond Brastow & Geoffrey Turnbull & Bennie Waller, 2014. "Seller Over-Pricing and Listing Contract Length: The Effects of Endogenous Listing Contracts on Housing Markets," The Journal of Real Estate Finance and Economics, Springer, vol. 49(3), pages 434-450, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:ecobur:v:4:y:2018:i:3:p:36-50:n:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.