Virtual Reality Marketing
What Does It Mean to Have a 3D Experience
Bibliographic Data
| ID | 21340593 |
|---|---|
| Authors | Alena Kostyk (0000-0003-2691-0603, Adam Smith Institute), Jie Sheng (0000-0002-7914-8280, Macau University of Science and Technology), Andrew Murchie (Digital Catapult), Stephen Preston (University of Lancashire) |
| Year | 2024 |
| Pages | PAP_021 |
| Publication date | 2024-08-14 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising Research (JOURNAL) |
| Journal identifiers | ISSN: 0021-8499 • E-ISSN: 1740-1909 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.2501/jar-2024-021 |
| OpenAlex | W4401575113 |
| Language | EN |
| Citations received | 1 |
| References cited | 88 |
The authors conduct a systematic literature review and propose steps toward conceptual clarity to distinguish between 2D and 3D VR. Next, differences are investigated between 2D and 3D VR in telepresence, sense of realism, and a set of marketing outcomes important for advertisers. The authors employ custom-made VR content developed in collaboration with industry partners and tested via a field study and two lab experiments. It is found that 2D and 3D VR do not differ in their ability to elicit positive marketing outcomes, yet 3D surpasses 2D VR in evoking telepresence and a sense of realism
Business · CLARITY · Epistemology · Field (mathematics) · Human–computer interaction · Realism · Set (abstract data type) · Virtual reality · Aesthetic Perception and Analysis · Computer Science · Marketing · Mathematics · Psychology · Virtual Reality Applications and Impacts · Visual and Cognitive Learning Processes
Musings on Telepresence and Virtual Presence
A dual model of product involvement for effective virtual reality
How Immersive Is Enough? A Meta-Analysis of the Effect of Immersive Technology on User Presence
Place illusion and plausibility can lead to realistic behaviour in immersive virtual environments
Comparing alternatives to the Web of Science for coverage of the social sciences’ literature
Virtual destination image
Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)
Measuring Attitude toward the Brand and Purchase Intentions
Empathy and embodied experience in virtual environment
New realities
Organizational Information Requirements, Media Richness and Structural Design
What is XR? Towards a Framework for Augmented and Virtual Reality
Watching VR advertising together
Virtual reality advertising with brand experiences
Can Advertisers Overcome Consumer Qualms with Virtual Reality
Revisiting media richness theory for today and future
Telepresence via Television
At the Heart of It All
Light at the end of the tunnel
The role of transportation in the persuasiveness of public narratives
Immersion and the illusion of presence in virtual reality
| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |