COMPARING VIRTUAL REALITY MARKETING EFFECTIVENESS AMONGST CUSTOMERS    

Authors : ROHAN ASTHANA, AMBIKA KHURANA

Publishing Date : 2022

DOI : https://doi.org/10.52458/9789391842277.2022.eb.grf

ISBN : 978-93-91842-27-7

Pages : 33

Chapter id : GRF/EB/IDDM/2022/Ch-06

Abstract : Virtual Reality, commonly known as VR, is a form of three-dimensional technology, that simulates a realistic environment within which users have the option of interacting with these virtual settings. Virtual Reality has found its own share of takers in various industrial sectors such as gaming, defense, architecture, construction, medicine and healthcare hospitality and tourism, entertainment, business amongst various others. One such key area of business which has actively been involved in Virtual Reality, both from academic research as well as practice point of view is Marketing. Marketers as well as marketing scholars have been taking interest in this technology since it has becoming widely accessible since the proliferation of commercial Head-mounted VR devices such as the Oculus Quest, HTC Vive and Google Cardboard. Marketers across industries have realized that VR is an extremely powerful tool for them to market their products and services directly to potential customers in a highly interactive and attractive way. In this research, I focused on the efficacy of VR as a reliable technological aid in marketing, from a consumer’s perspective.

Keywords : Virtual Reality, VR, Marketing, Consumers, Industries, Busines, Technology

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