Use of virtual reality in digital marketing communication

• Authors: Łysik Łukasz , Łopaciński Karol

Title variants

PL

Wykorzystanie wirtualnej rzeczywistości w cyfrowej komunikacji marketingowej

• Languages of publication: EN

Abstracts

EN

The practical utility of many VR instruments and tools has been recognized by marketing specialists – the rapid development of marketing approaches based on VR solutions is a good example of this trend and seems to offer the promise of a much wider application of VR in this context. Virtual reality is generally considered as one of the most promising technologies of the future, with enormous potential to influence the customer experience. This study presents an attempt at determining the effective impact of virtual reality upon marketing activities and its potential to influence and shape modern consumer behaviour. These objectives were addressed on the basis of literature studies and analytical evaluations of selected case studies involving the application of VR technologies in marketing. This paper constitutes an introductory chapter in a broader series of studies devoted to the examination of VR properties, the role of VR in the formulation of new paradigms in the realm of marketing, and the analytical evaluation of modern consumer behaviour.

PL

Upowszechnienie się technologii wirtualnej rzeczywistości (VR) otworzyło wiele nowych możliwości rozwoju biznesu i społeczeństwa. Technoloia wirtualnej rzeczy- wistości została dostrzerzona i doceniona przez specjalistów do spraw marketingu, dzięki czemu aktualnie możemy obserwować coraz szersze ich wykorzystanie. Wirtualna rzeczy- wistość jest wskazywana jako jedna z najbardziej obiecujących technologii z olbrzymim potencjałem w obszarze customer experience. Autorzy w niniejszym artykule za cel postawili sobie próbę odpowiedzi na pytanie, w jaki sposób wirtualna rzeczywistość wpływa na działania marketingowe oraz jak kształtuje zachowania współczesnego konsumenta. Dla tak postawionego celu zaplanowano studia literaturowe oraz analizę dostępnych przykładów wykorzystania technologii VR w marketingu. Niniejszy artykuł jest pierwszym z cyklu, który będzie dotyczył własności technologii VR, tworzenia się nowych paradygmatów w obszarze marketingu oraz analizy zachowań współczesnych konsumentów.

Keywords

EN

virtual reality; marketing communication; marketing; customer behaviour

PL

wirtualna rzeczywistość; komunikacja marketingowa; marketing; zachowania nabywców

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Informatyka Ekonomiczna
• Year: 2019
• Issue: 4 (54)
• Pages: 29-45

Contributors

author

Łysik Łukasz

author

Łopaciński Karol

References

• Arnold, M. J., and Reynolds, K. E. (2012). Approach and avoidance motivation: investigating hedonic consumption in a retail setting. Journal of Retailing, 88(3).
• Asanowicz, A. (2011). Zrozumieć VR. Geneza rzeczywistości wirtualnej. Architecturae et Artibus, (4).
• Becker, B. (2019). 9 VR marketing examples that you’ll want to steal for 2020. Retrieved November 11, 2019 from https://blog.hubspot.com/marketing/vr-marketing-examples
• Bigné, E., Llinares, C., and Torrecilla, C. (2016). Elapsed time on first buying triggers brand choices within a category: a virtual reality-based study. Journal of Business Research.
• Borges, A., Chebat, C. J., and Babin, B. J. (2010). Does a companion always enhance the shopping experience? Journal of Retailing and Consumer Services, 17(4).
• Breen, P. (2009). Shaping retail: the use of virtual store simulations in marketing research and beyond. Bloomington: Store Marketing Institute White Paper.
• Burke, R. R. (1996). Virtual shopping: breakthrough in marketing research. Harvard Business Review, (74).
• Burke, R. R. (2002). Technology and the consumer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, (30).
• Byun, S. E., and Mann M. (2011). The influence of others: the impact of perceived human crowding on perceived competition, emotions, and hedonic shopping value. Clothing and Textiles Research Journal, 29(4).
• Campo, K., Gijsbrechts, E., and Guerra, F. (1999). Computer simulated shopping experiments for analyzing dynamic purchasing patterns: validation and guidelines. Journal of Empirical Generalisations in Marketing Science, 4.
• Cornell. (2018). How does virtual reality impact the consumer experience? Retrieved November 21, 2019 from https://business.cornell.edu/hub/2018/01/11/virtual-reality-consumer-experience/
• Corvello, V., Pantano, E., and Tavernise A. (2011). The design of an advanced virtual shopping assistant for improving consumer experience. In E. Pantano, H. Timmermans (Eds.), Advanced technologies management for retailing: frameworks and cases, IGI Global.
• Esbjerg, L., Jensen, B. B., Bech-Larsen, T., Barcellos, M. D., Boztug, Y., and Grunert, K. G. (2012). An integrative conceptual framework for analyzing customer satisfaction with shopping trip experiences in grocery retailing. Journal of Retailing and Consumer Services, 19(4).
• Event. (2014). Millennials. Fueling the experience economy. Retrieved November 21, 2019 from https://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf
• Feltham, J. (2016). McDonalds is using VR to teach people about its food production (and tractor driv- ing). Retrieved November 21, 2019 from https://uploadvr.com/mcdonalds-using-vr-teach-people-uk-food-production/
• FI. (2015). History of Virtual Reality. Retrieved November 19, 2019 from https://www.fi.edu/virtual-reality/history-of-virtual-reality
• Fortune. (2019). Virtual reality market size, share. Retrieved November 21, 2019 from https://www.fortunebusinessinsights.com/industry-reports/virtual-reality-market-101378
• FWDVR. (2019). Brands learning why VR is perfect for marketing. Retrieved November 17, 2019 from https://www.fwdvr.com/2019/04/02/3-brands-learning-why-vr-is-perfect-for-marketing/
• GADGET. (2019). Historia VR. Retrieved November 20, 2019 from https://gadzetomania.pl/57627,historia-vr 20/11/2019
• Gartner. (2017). Top trends in the gartner hype cycle for emerging technologies. Gartner, Inc. Retrieved November 21, 2019 from https://www.gartner.com/smarterwithgartner/top-trends-in-the-gartner-hype-cycle-for-emerging-technologies-2017/
• Gartner. (2019). Gartner top 10 strategic technology trends for 2020. Gartner Inc. Retrieved November 21, 2019 from https://www.gartner.com/smarterwithgartner/gartner-top-10-strategic-technology-trends-for-2020/
• Goldman Sachs. (2016). Virtual and augmented reality: understanding the race for the next computing platform. Goldman Sachs Group, Inc. Retrieved November 18, 2019 from https://www.goldmansachs.com/insights/pages/technology-driving-innovation-folder/virtual-and-augmented-reality/report.pdf
• Grudzewski, G., Awdziej, M., Mazurek, G., and Piotrowska, K. (2018). Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study. Economics and Business Review, 4(18), 3, 36-50. DOI: 10.18559/ebr.2018.3.4
• Hajduk, G. (2016). Challenges for marketing communications in the digital age. In G. Mazurek, J. Tkaczyk (Eds.), The impact of the digital world on management and marketing (pp. 183-195). Warszawa: Poltext.
• Jang, J. Y., Hur, H. J., and Choo, H. J. (2019). How to evoque consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value. Fashion and Textiles, 6.
• Kotler, Ph. (2009). Marketing management. Harlow: Pearson Education Limited.
• Kozinets, R. V. (2008). Brands in space: new thinking about experiential retail. In T. M. Lowrey (Ed.), Brick & mortar shopping in the 21st century, Mahwah, NJ: Lawrence Erlbaum Associates.
• Lau, H. F, Lau, K. W., and Kan, C. W. (2012). Exploring consumers’ virtual shopping experience in virtual reality. In The 2012 International Congress on Engineering and Information. Shanghai.
• Lau, K. W., Lee, P. Y., and Kan, C. W. (2010). From distance shopping to virtual shopping. International Journal of Design Sciences and Technology.
• Lee, S. E., Domina, T., and MacGillivray, M. (2011). Exploring consumers’ flow experiences in virtual shopping: an exploratory study. International Journal of Electronic Marketing and Retailing, 4(2).
• Li, H., Daugherty, T., and Biocca, F. (2001). Characteristics of virtual experience in electronic Commerce: a protocol analysis. Journal of Interactive Marketing, (15), 13-30.
• Li, H., Daugherty T., and Biocca, F. (2002), Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. Journal of Advertising, (3), 43- 58.
• Li, H., Daugherty, T., and Biocca, F. (2003). The role of virtual experience in consumer learning. Journal of Consumer Psychology, (13), 395-408.
• Lowe’sInnovationLabs. (2017). Retrieved November 21, 2019 from http://www.lowesinnovationlabs.com/holoroomhowto
• MBRYONIC. (2019). Retrieved November 17, 2019 from https://mbryonic.com/best-vr-marketing/
• MISQ. (2005). The effects of virtual reality on consumer learning: an empirical investigation. Retrieved November 21, 2019 from https://www.misq.org/the-effects-of-virtual-learning-on-consumer-learning-an-empirical-investigation.html
• NASA. (2016). Virtual reality: definition and requirements. Retrieved November 21, 2019 from https://www.nas.nasa.gov/Software/VWT/vr.html
• Pindel, D. (2015), A co by było gdyby? Wirtualnie rzeczywisty marketing. Retrieved November 21, 2019 from https://marketerplus.pl/teksty/artykuly/a-co-by-bylo-gdyby-wirtualnie-rzeczywisty-marketing/
• Schroeder, R. (2002). Social interaction in virtual environments: key issues, common themes, and a framework for research. In R. Schroeder (Ed.), The social life of avatars: Presence and interaction in shared virtual environments, Springer.
• Schroeder, R. (2006). Being there together and the future of connected presence. Presence: Teleoperators and Virtual Environments, 15(4).
• Schroeder, R. (2011). Being there together: social interaction in virtual environments. Oxford University Press. London.
• Schumie, M. J., Straaten van der, P., Krijn, M., and Mast van der, C. A. (2001). Research on presence in virtual reality: a survey. Cyberpsychol. Behav., 4(2), 183-201.
• STATISTA. (2018). Virtual Reality (VR) – statistics & facts. Retrieved November 21, 2019 from https://www.statista.com/topics/2532/virtual-reality-vr/
• Steuer, J. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication 42(4).
• Suh, K. S., and Chang, S. (2006). User interfaces and consumer perceptions of online stores: the role of telepresence. Behaviour & Information Technology, (3).
• Suh, K. S., and Lee, Y. E. (2005). The effects of virtual reality on consumer learning: an empirical investigation. MIS Quarterly, (29), 673-697.
• Swaney, R. (2017). VR technology brings innovation to healthcare rehab. Retrieved November 21, 2019 from https://insights.samsung.com/2017/10/17/vr-technology-brings-innovation-to-healthcare-rehab/, 21/11/2019
• TECH. (2015). Virtual reality. Retrieved from https://www.techopedia.com/definition/4784/virtual-reality-vr
• VIAR. (2018). Virtual reality market. Retrieved November 21, 2019 from https://www.viar360.com/virtual-reality-market-size-2018/ 21/11/2019
• VRARA. (2019). How virtual reality improves customer shopping experience at supermarkets. Retrieved November 19, 2019 from https://www.thevrara.com/blog2/2019/4/8/how-virtual-reality-improves-customer-shopping-experience-at-supermarkets
• Vrechopoulos, A., Apostolou, K., and Koutsiouris, V. (2009). Virtual reality retailing on the web: emerging consumer behavioural patterns. The International Review of Retail Distribution and Consumer Research Distribution and Consumer Research.
• Vrechopoulos, A., Keefe, R. M. O., Doukidis, G. I., and Siomkos, G. J. (2004). Virtual store layout: an experimental comparison in the context of grocery retail. Journal of Retailing, 80(1).
• VRS. (2016). History of virtual reality. Retrieved November 19, 2019 from http://www.vrs.org.uk/virtualreality/history.html
• VS. (2019). History of VR. Retrieved November 19, 2019 from https://virtualspeech.com/blog/history-of-vr