<abstract xmlns="http://www.w3.org/1999/xhtml">A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market.The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes.The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.</abstract>

A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market.The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes.The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.

Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?"}

A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message,...

Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

Published Online: Oct 07, 2019

Page range: 53 - 69

DOI: https://doi.org/10.2478/minib-2019-0043

Keywords
virtual reality, augmented reality, 3D visualization, marketing communication

© 2019 Anna Szymczak, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

Published Online: Oct 07, 2019

Page range: 53 - 69

DOI: https://doi.org/10.2478/minib-2019-0043

Keywordsvirtual reality, augmented reality, 3D visualization, marketing communication

© 2019 Anna Szymczak, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
virtual reality, augmented reality, 3D visualization, marketing communication