Abstract
Advertising industry is actively adopting various Virtual reality(VR) technologies and applications. Translating consumers in-between virtual and real worlds, VR provides innovative interactive ways to increase awareness, engagement, and customer experience. The current study builds around these concepts, by investigating how different environmental factors may enrich experience, and thus enhance the brand advocacy. The results from explorative research are summarized in a model, and further discussed in the perspectives of how VR may reshape advertising by optimizing the marketing objectives that can be achieved.
| Original language | English |
|---|---|
| Title of host publication | Brand communication with multi touchpoints |
| Editors | Enrique Bigné |
| Publisher | European Advertising Academy |
| ISBN (Print) | 9788409019533 |
| Publication status | Published - 2018 |
| Event | ICORIA2018 - Valencia, Spain Duration: 21 Jun 2018 → 23 Jun 2018 |
Conference
| Conference | ICORIA2018 |
|---|---|
| Country/Territory | Spain |
| City | Valencia |
| Period | 21/06/18 → 23/06/18 |
Keywords
- Advertising
- Virtual reality