Skip to main content
SpringerLink
Log in

The Use of Virtual Reality in Marketing: Exploring the Need for Technology and Language Adaptation to Create High Quality Immersive Experiences

  • Conference paper
  • First Online:
Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 167))

Abstract

This paper seeks to provide an overview of the current practitioners and scientific knowledge with regard to the use of Virtual Reality in marketing. A literature review was employed to conduct a systematic analysis of 50 sources to comprehensively capture the state of research and implementation of Virtual Reality. Findings reveal, that the majority of articles focus on either area of application or the effectiveness of Virtual Reality versus other media technologies. This paper critiques the current range of VR application and performance measures by proposing an alternate perspective, provided by narrative theory, as derived from the animation and filmmaking industry.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Suh, A., Prophet, J.: The state of immersive technology research: a literature analysis. Comput. Human Behav. (86), 77–90 (2018)

    Article  Google Scholar 

  2. Kilic, K., Saygi, M.G., Sezer, S.O.: Exact and heuristic methods for personalized display advertising in virtual reality platforms. J. Ind. Manag. Optim. 15(2), 833–854 (2019)

    Article  MathSciNet  Google Scholar 

  3. Loureiro, S.M.C., Guerreiro, J., Eloy, S., Langaro, D., Panchapakesan, P.: Understanding the use of virtual reality in marketing: a text mining-based review. J. Bus. Res. 100, 514–530 (2019)

    Article  Google Scholar 

  4. Steuer, J.: Defining virtual reality: Dimensions determining telepresence. J. Commun. 42(4), 73–93 (1992)

    Article  Google Scholar 

  5. Yoh, M.S.: The reality of virtual reality. In: Proceedings Seventh International Conference on Virtual Systems and Multimedia, pp. 666–674. IEEE (2001)

    Google Scholar 

  6. Sherman, W.R., Craig, A.B.: Understanding Virtual Reality: Interface, Application, and Design. Morgan Kaufmann (2018)

    Google Scholar 

  7. Ni, D., Nee, A.Y.C., Ong, S.K., Li, H., Zhu, C., Song, A.: Point cloud augmented virtual reality environment with haptic constraints for teleoperation. Trans. Instit. Meas. Control, 40(15), 4091–4104 (2018)

    Article  Google Scholar 

  8. Cruz-Neira, C., Sandin, T.A., DeFanti R.V.: Surround screen projection-based virtual reality: the design and implementation of the cave. In: Proceedings of SIGGRAPH 1993, pp 135–142 (1993)

    Google Scholar 

  9. Kwon, J.H., Powell, J., Chalmers, A.: how level of realism influences anxiety in virtual reality environments for a job interview. Int. J. Human-Comput. Stud. 71(10), 978–987 (2013)

    Article  Google Scholar 

  10. Tham, J., Duin, A.H., Gee, L., Ernst, N., Abdelqader, B., McGrath, M.: Understanding virtual reality: presence, embodiment, and professional practice. IEEE Trans. Prof. Commun. 61(2), 178–195 (2018)

    Article  Google Scholar 

  11. Schnack, A., Wright, M.J., Holdershaw, J.L.: Immersive virtual reality technology in a three-dimensional virtual simulated store: investigating telepresence and usability. Food Res. Int. 117, 40–49 (2019)

    Article  Google Scholar 

  12. Rynarzewska, A.I.: Virtual reality: a new channel in sport consumption. J. Res. Interact. Market. 12(4), 472–488 (2018)

    Article  Google Scholar 

  13. Sihi, D.: Home sweet virtual home: the use of virtual and augmented reality technologies in high involvement purchase decisions. J. Res. Interact. Market. 12(4), 398–417 (2018)

    Article  Google Scholar 

  14. Guttentag, D.A.: Virtual reality: applications and implications for tourism. Tourism Manag. 31(5), 637–651 (2010)

    Article  Google Scholar 

  15. Huang, Y.C., Backman, K.F., Backman, S.J., Chang, L.L.: Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. Int. J. Tourism Res. 18(2), 116–128 (2016)

    Article  Google Scholar 

  16. Tussyadiah, I.P., Wang, D., Jung, T.H., Tom Dieck, M.C.: Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Manag. 66, 140–154 (2018)

    Article  Google Scholar 

  17. Marasco, A., Buonincontri, P., van Niekerk, M., Orlowski, M., Okumus, F.: Exploring the role of next-generation virtual technologies in destination marketing. J. Destination Market. Manag. 9, 138–148 (2018)

    Article  Google Scholar 

  18. Cacho-Elizondo, S., Álvarez, J.D.L., Garcia, V.E.: Exploring the adoption of augmented and virtual reality in the design of customer experiences: proposal of a conceptual framework. J. Market. Trends 5(2), 1961–7798 (2018)

    Google Scholar 

  19. Bogicevic, V., Seo, S., Kandampully, J.A., Liu, S.Q., Rudd, N.A.: Virtual reality presence as a preamble of tourism experience: the role of mental imagery. Tourism Manag. 74, 55–64 (2019)

    Article  Google Scholar 

  20. Boyd, D.E., Koles, B.: Virtual reality and its impact on B2B marketing: a value-in-use perspective. J. Bus. Res. 100, 590–598 (2019)

    Article  Google Scholar 

  21. Kato, T., Tsuda, K.: December. does virtual reality influence customer behavior in car design?. In: ISPIM Innovation Symposium, pp. 1–15. The International Society for Professional Innovation Management (ISPIM) (2018)

    Google Scholar 

  22. Saren, M., Harwood, T., Ward, J., Venkatesh, A.: Marketing beyond the frontier? Researching the new marketing landscape of virtual worlds (2013)

    Article  Google Scholar 

  23. Singh, H., Singh, C., Majumdar, R.: Virtual reality as a marketing tool. In: Emerging Trends in Expert Applications and Security, pp. 445–450. Springer, Singapore (2019)

    Google Scholar 

  24. Grudzewski, F., Awdziej, M., Mazurek, G., Piotrowska, K.: Virtual reality in marketing communication–the impact on the message, technology and offer perception–empirical study. Econ. Bus. Rev. 4(3), 36–50 (2018)

    Article  Google Scholar 

  25. Biocca, F.: Communication within virtual reality: Creating a space for research. J. Commun. (1992)

    Google Scholar 

  26. Bates, R., Vickers, S., Istance, H.O.: Gaze interaction with virtual on-line communities: levelling the playing field for disabled users. Univers. Access Inform. Soc. 9(3), 261–272 (2010)

    Article  Google Scholar 

  27. Eisenbeiss, M., Blechschmidt, B., Backhaus, K. Freund, P.A.: The (real) world is not enough: motivational drivers and user behavior in virtual worlds. J. Interact. Market. 26(1), 4–20 (2012)

    Article  Google Scholar 

  28. Diemer, J., Alpers, G.W., Peperkorn, H.M., Shiban, Y., Mühlberger, A.: The impact of perception and presence on emotional reactions: a review of research in virtual reality. Frontiers Psychol. 6, 26 (2015)

    Article  Google Scholar 

  29. Willems, K., Brengman, M., Van Kerrebroeck, H.:. The impact of representation media on customer engagement in tourism marketing among millennials. Eur. J. Market. (2019)

    Google Scholar 

  30. Parsons, T.D., Rizzo, A.: Affective outcomes of virtual reality exposure therapy for anxiety and specific phobias: a meta-analysis. J. Behav. Ther. Exp. Psychiatry 39, 250–261 (2008)

    Article  Google Scholar 

  31. Price, M., Mehta, N., Tone, E.B., Anderson, P.L.: Does engagement with exposure yield better outcomes? Components of presence as a predictor of treatment response for virtual reality exposure therapy for social phobia. J. Anxiety Disord. 25, 763–770 (2011)

    Article  Google Scholar 

  32. Slater, M., Wilbur, S.: A Framework for Immersive Virtual Environments (FIVE): Speculations on the role of presence in virtual environments. Presence Teleoperators Virtual Environ. 6(6), 603–616 (1997)

    Article  Google Scholar 

  33. Schubert, T., Friedmann, F., Regenbrecht, H.: The experience of presence: factor analytic insights. Presence: Teleoperators Virtual Environ. 10(3), 266–281 (2001)

    Article  Google Scholar 

  34. Seth, A.K., Suzuki, K., Critchley, H.D.: An interoceptive predictive coding model of conscious presence. Frontiers Psychol. 2, 395 (2011)

    Google Scholar 

  35. Milgram, P., Takemura, H., Utsumi, A., Kishino, F.: Augmented reality: a class of displays on the reality-virtuality continuum. systems research. In: Das, H. (ed.) Telemanipulator and Telepresence Technologies. Telemanipulator and Tele- Presence Technologies,vol. 2351, pp. 282–292. Photonics for Industrial Applications, Boston (1994)

    Google Scholar 

  36. Sanchez-Vives, M.V., Slater, M.: From presence to consciousness through virtual reality. Nat. Rev. Neurosci. 6(4), 332 (2005)

    Article  Google Scholar 

  37. Lorenz, M., Brade, J., Diamond, L., Sjolie, D., Busch, M., Tscheligi, M., Kilasmant, P., Heyde, C., Hammer, N.: Presence and User Experience in a Virtual Environment under the Influence of Ethanol: An Explorative Study (2018)

    Google Scholar 

  38. Barfield, W., Hendrix, C.: The Effect of Update Rate on the Sense of Presence (1995)

    Google Scholar 

  39. Slater, M., Usoh, M., Steed, A.: Depth of presence in virtual environments. Presence: Teleoperators Virtual Environ. 3(2), 130–144 (1994)

    Article  Google Scholar 

  40. Slater, M., Usoh, M., Steed, A.: Taking steps: the influence of a walking technique on presence in virtual reality. ACM Trans. Comput.-Human Interact. (TOCHI), 2(3), 201–219 (1995)

    Article  Google Scholar 

  41. Welch, R.B., Blackmon, T.T., Liu, A., Mellers, B.A., Stark, L.W.: The effects of pictorial realism, delay of visual feedback, and observer interactivity on the subjective sense of presence. Presence: Teleoperators Virtual Environ. 5(3), 263–273 (1996)

    Google Scholar 

  42. Zimmons, P., Panter, A.: The influence of rendering quality on presence and task performance in a virtual environment. In: IEEE Virtual Reality, 2003. Proceedings, pp. 293–294. IEEE (2003)

    Google Scholar 

  43. Baños, R.M., Botella, C., Alcañiz, M., Liaño, V., Guerrero, B., Rey, B.: Immersion and emotion: their impact on the sense of presence. Cyberpsychology Behav. 7(6), 734–741 (2004)

    Article  Google Scholar 

  44. Higgins, S.: Suspenseful situations: melodramatic narrative and the contemporary action film. Cinema J. 74–96 (2008)

    Article  Google Scholar 

  45. Bauer, L.: Linguistics Student’s Handbook. Edinburgh University Press (2007)

    Google Scholar 

  46. Saussure, F.D.: Course in general linguistics (W. Baskin, Trans.). Philosophical Library, New York (1959)

    Google Scholar 

  47. Dooley, K.: Storytelling with virtual reality in 360°: a new screen grammar. Stud. Australasian Cinema 11(3), 161–171 (2017)

    Article  Google Scholar 

  48. Gödde, M., Gabler, F., Siegmund, D., Braun, A.: Cinematic Narration in VR–Rethinking Film Conventions for 360°. In: International Conference on Virtual, Augmented and Mixed Reality, pp. 184–201 (2018)

    Google Scholar 

  49. Barricelli, B., Gadia, D., Rizzi, A., Marini, D.: Semiotics of –virtual reality as a communication process. Behav. Inform. Technol. 35, 879–896 (2016)

    Article  Google Scholar 

  50. Boyd, D., Koles, B.: An introduction to the special issue “virtual reality in marketing”: definition, theory and practice. J. Bus. Res. (2019)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Applied Sciences Northwestern Switzerland, Riggenbachstrasse 16, 4600, Olten, Switzerland

    Markus Rach

  2. Cognetic Technologies, 186 Cook Ave, Hillarys, Perth, Australia

    Russell Scott

Authors
  1. Markus Rach
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Russell Scott
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Markus Rach .

Editor information

Editors and Affiliations

  1. DEI/FCTUC, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, FHNW University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Singapore Pte Ltd.

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Rach, M., Scott, R. (2020). The Use of Virtual Reality in Marketing: Exploring the Need for Technology and Language Adaptation to Create High Quality Immersive Experiences. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_8

Download citation

Publish with us

Policies and ethics

Search

Navigation