Virtual Reality in Marketing Communication – the Impact on the Message, Technology and Offer Perception – Empirical Study

Adams, R. L. (2016, October 17). Five ways virtual reality will change the world. Forbes. Retrieved from https://www.forbes.com/sites/robertadams/2016/10/17/5-ways-virtual-reality-will-change-the-world/#311e2cc2b018Search in Google Scholar

Allameh, S. M., Esfahani, S. L., & Nikbakht, M. (2017). Evaluating the effect of marketing innovation on green marketing strategies. International Journal of Scientific Management & Development, 5(10), 464-473.Search in Google Scholar

Barnes, S. (2016, November 3). Understanding virtual reality in marketing: nature, implications and potential. doi: https://dx.doi.org/10.2139/ssrn.2909100Search in Google Scholar

Benefield, J. D., Rutherford, R. C., & Allen, M. T. (2012). The effects of sales of residential real estate on price and marketing time. Journal of Real Estate Finance and Economics, 45(4), 965-981.10.1007/s11146-011-9301-8Open DOISearch in Google Scholar

Biocca, F. (1992a). Virtual reality technology: a tutorial. Journal of Communication, 42(4), 23-72.10.1111/j.1460-2466.1992.tb00811.xOpen DOISearch in Google Scholar

Biocca, F. (1992b). Communication within Virtual Reality: creating a space for research. Journal of Communication, Autumn, 42(4), 5-22.10.1111/j.1460-2466.1992.tb00810.xSearch in Google Scholar

Cheng, L. K., Chieng, M. H., & Chieng, W. H. (2014). Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modelling approach. Virtual Reality, 18, 173-188.10.1007/s10055-014-0244-2Search in Google Scholar

Choi, Y. K., & Taylor, C. R. (2014). How do 3-dimensional images promote products on the Internet?. Journal of Business Research, 67, 2164-2170.10.1016/j.jbusres.2014.04.026Search in Google Scholar

Coates, G. (1992). Program from invisible site - a virtual shop, a multimedia performance. San Francisco, CA: Performance Works.Search in Google Scholar

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.Search in Google Scholar

Conover, W. J., & Iman, R. L. (1981). Rank transformations as a bridge between parametric and nonparametric statistics. The American Statistician, 35(3), 124-129.Search in Google Scholar

Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology, 78(1), 98-104.10.1037/0021-9010.78.1.98Search in Google Scholar

Gartner. (2016). Gartner’s 2016 hype cycle for emerging technologies identifies three key trends that organizations must track to gain competitive advantage. Retrieved from https://www.gartner.com/newsroom/id/3412017Search in Google Scholar

George, D., & Mallery, P. (2003). SPSS for Windows step by step: a simple guide and reference 11.0 update (4th ed.). Boston, MA: Allyn & Bacon.Search in Google Scholar

Grigorovici, D. M. & Constantin, C. D. (2004). Experiencing interactive advertising beyond rich media: impacts of ad type and presence on brand effectiveness in 3D gaming immersive virtual environments. Journal of Interactive Advertising, 5(1), 22-36.10.1080/15252019.2004.10722091Search in Google Scholar

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: a global perspective (7th ed.). Upper Saddle River, NJ: Pearson-Hall International.Search in Google Scholar

Hajduk, G. (2016). Challenges for marketing communications in the digital age. In G. Mazurek & J. Tkaczyk (Eds.), The impact of the digital world on management and marketing (pp. 183-195). Warszawa: Poltext.Search in Google Scholar

Hassouneh, D., & Brengman, M. (2015). Retailing in social virtual worlds: developing a typology of virtual store atmospherics. Journal of Electronic Commerce Research 16, 218-241.Search in Google Scholar

Hopkins, C. D., Raymond, M. A., & Mitra, A. (2004). Consumer responses to perceived telepresence in the online advertising environment: the moderating role of involvement. Marketing Theory, 4(1-2), 137-162.10.1177/1470593104044090Search in Google Scholar

Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2015). Exploring the implications of virtual reality technology in tourism marketing: an integrated research framework. International Journal of Tourism Research, 18(2), 116-128.10.1002/jtr.2038Search in Google Scholar

Jung, T., Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. In A. Inversini, & R. Schegg (Eds.), Information and Communication Technologies in Tourism [E-Reader Version]. Retrieved from https://link.springer.com/book/10.1007%2F978-3-319-28231-2#page=61210.1007/978-3-319-28231-2_45Search in Google Scholar

Kaplan, A. & Mazurek, G. (2018). Social media: state of the art and research agenda. In B. Mierzejewska, J. Jung, & A., Albarran, (Ed.), 2nd handbook of media management and economics. London, United Kingdom: Routledge.Search in Google Scholar

Keng, C., & Lin, H. (2006). Impact of telepresence levels on Internet advertising effects. Cyberpsychology and Behavior, 9(1), 82-94.10.1089/cpb.2006.9.82Search in Google Scholar

Kirk, R. E. (2013). Experimental design: procedures for the behavioural sciences (4th ed.). London: Sage Publications.Search in Google Scholar

La Valle, S. M. (2017). Virtual Reality. Cambridge: Cambridge University Press.Search in Google Scholar

Lessiter, J., Freeman, J., Keogh, E., & Davidoff, J. (2001). A cross-media presence questionnaire: the ITC-sense of presence inventory. Presence: Teleoperators and Virtual Environments, 10(3), 282-297.10.1162/105474601300343612Open DOISearch in Google Scholar

Mandelbaum, A. (2015, August 17). How companies are marketing with virtual reality [Web log post]. Retrieved from http://www.chiefmarketer.com/companiesmarketing-virtual-reality/Search in Google Scholar

Mazurek, G. (2011a). Informacja w wirtualnym środowisku a rozwoj społeczeństwa informacyjnego. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 186-194.Search in Google Scholar

Mazurek, G. (2011b). Virtualization of marketing - conceptual model. In C. Wang (Ed.), Proceedings of the International Conference on Marketing Studies (pp. 109‑113). Academy of Taiwan, Kuala Lumpur, Malaysia.Search in Google Scholar

Mazurek, G. (2012). Virtualization of marketing. Contemporary Management Research, 8(3), 195-204.10.7903/cmr.11153Search in Google Scholar

Mazuryk, T., & Gervautz, M. (1996). Virtual Reality: history, applications, technology and future, technical report. Vienna: Institute of Computer Graphics, Vienna University of Technology.Search in Google Scholar

Saunders, M., Lewis, P., & Thornhill, A. (2009). Research method for business students (5th ed.). Prentice Hall, London: Pitman.Search in Google Scholar

Sax, L. (2006). Why gender matters: what parents and teachers need to know about the emerging science of sex differences. Westminster, MD: Broadway Books.Search in Google Scholar

Scatena, S., Russo, G.N., Riva, G. (2016). Virtual Reality vs television vs web exposure: the impact on brand experience. A preliminary study. Annual Review of Cybertherapy and Telemedicine, 14, 211-214.Search in Google Scholar

Schroeder, J. A. (2010). Sex and gender in sensation and perception. In J. C. Chrisler, D. R. McCreary (Eds.), Handbook of gender research in psychology. Vol. 1: Gender research in general and experimental psychology (pp. 235-258). Boston: Springer.Search in Google Scholar

Scott, J. (2016). Virtual Reality: content marketing’s next big trend [Web log post]. Retrieved from https://www.econsultancy.com/blog/68401-virtual-reality-contentmarketing-s-next-big-trendSearch in Google Scholar

Serrano, B., Botella, C., Banos, R. M., & Alcaniz, M. (2013). Using virtual reality and mood-induction procedures to test products with consumers of ceramic tiles. Computers in Human Behavior, 29(3), 648-653.10.1016/j.chb.2012.10.024Open DOISearch in Google Scholar

Sherman, W. R. (2003). Understanding Virtual Reality. Burlington, MA: Morgan Kaufman Publishers.Search in Google Scholar

Steuer, J. (1992). Defining Virtual Reality: dimensions determining telepresence. Journal of Communication, 42(4), 73-93.10.1111/j.1460-2466.1992.tb00812.xOpen DOISearch in Google Scholar

The Farm 51. (2015). VR market report. Retrieved from http://thefarm51.com/ripress/VR_market_report_2015_The_Farm51.pdfSearch in Google Scholar

Tomczak M., & Tomczak, E. (2014). The need to report effect size estimates revisited. An overview of some recommended measures of effect size. Trends in Sport Sciences, 1(21), 19-25.Search in Google Scholar

Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017a). Escaping the crowd: an experimental study on the impact of a Virtual Reality experience in a shopping mall. Computers in Human Behavior, 77, 437-450.10.1016/j.chb.2017.07.019Search in Google Scholar

Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017b). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.10.1007/s10055-017-0306-3Search in Google Scholar

Verhagen, T., Vonkeman, C., & van Dolen, W. (2016). Making online products more tangible: the effect of product presentation formats on product evaluations. Cyberpsychology, Behavior, and Social Networking, 19(7), 460-464.10.1089/cyber.2015.0520Open DOISearch in Google Scholar

Yin, M., Cicchirillo, V., & Drumwright, M. (2012). The impact of stereoscopic threedimensional (3-D) advertising. The role of presence in enhancing advertising effectiveness. Journal of Advertising, 41, 113-128.10.2753/JOA0091-3367410208Search in Google Scholar

Zheng, L. (2016, March 18). Alibaba spreads its wings into VR sector [Web log post]. Retrieved from http://www.chinadaily.com.cn/business/tech/2016-03/18/content_23945440.htm .Search in Google Scholar