Marketing transformation: The Virtual reality impact

Svetlana Bialkova

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

Although Virtual Reality (VR) technology is increasingly employed in adverting, branding, there is a need to understand how to create cut-through in capturing consumer attention, to navigate choice, and to appropriately measure the behaviour dynamics within the VR environments. These challenges are addressed with the VR special session. The talks encompass variety of studies on broad range of VR technologies/devices, conducted across the globe. After a short introduction, working implications are demonstrated, followed by a taxonomy of virtual experiences for advertising and communication. The session will round up with interactive discussion and highlights on VR impact for marketing transformation.
Original languageEnglish
Title of host publicationBrand communication with multi touchpoints
Subtitle of host publication17th International Conference on Research in Advertising, Stockholm (ICORIA), Valencia, June 21-23, 2018
PublisherEuropean Advertising Academy
ISBN (Print)9788409019533
Publication statusPublished - 2018
EventICORIA 2018 - Valencia, Spain
Duration: 21 Jun 201823 Jun 2018

Conference

ConferenceICORIA 2018
Country/TerritorySpain
CityValencia
Period21/06/1823/06/18

Keywords

  • Virtual reality
  • Marketing
  • Advertising
  • Branding

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