The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers

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Kirsten Cowan Seth Ketron

The Reality of Virtuality

Harness the Power of Virtual Reality to Connect with Consumers

Kirsten Cowan, Seth Ketron, Alena Kostyk

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English

De Gruyter
27 April 2023

E-commerce: business aspects; Sales & marketing management; Sales & marketing; Virtual reality

Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty?

The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. It discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout, giving marketers a solid foundation for their VR endeavours.

By: Kirsten Cowan, Seth Ketron, Alena Kostyk
Imprint: De Gruyter
Country of Publication: Germany
Dimensions: Height: 240mm, Width: 170mm,
Weight: 310g
ISBN: 9783110992700
ISBN 10: 3110992701
Pages: 169
Publication Date: 27 April 2023
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Dr. Kirsten Cowan (Senior Lecturer in marketing at University of Edinburgh) researches how immersive technologies engage consumers at each phase of the consumer journey. As such, VR has been the focus of her latest research. These projects review extant research on VR, investigate how consumer involvement in VR affects information processing, evinces how sensory marketing shapes consumer responses toward brands, and examines how virtual experiences differ from real experiences. Her publications on VR appeared in Journal of Business Research and European Journal of Marketing. One of her current projects with Dr. Ketron and Dr. Kostyk investigates sensory inputs in VR. Dr. Seth Ketron is an Assistant Professor of marketing at the University of St. Thomas, USA. His research interests are primarily in consumer behavior and retailing, specifically focusing on sensory marketing and information processing as well as VR. He has co-authored publications on virtual reality with Dr. Cowan in Journal of Business Research and European Journal of Marketing and, along with Dr. Cowan and Dr. Kostyk, won ""The Most Innovative"" paper award at the 2019 Academy of Marketing Global Branding SIG. Dr. Alena Kostyk is a Senior Lecturer in marketing at the University of Glasgow, UK. She has been long fascinated by consumers’ response to technology-enhanced environments. She was awarded several grants for impact-focused collaborations that build on her VR research. She works with tourism organizations in Scotland to develop their VR marketing; engages with VR marketing content creators, and specialized industry groups. Her work appears in academic outlets such as Business Horizons, European Journal of Marketing, Journal of Business Research. Prior to academia, she spent nearly 10 years working in the private sector.

Reviews for The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers

This book offers a timely understanding of the multiple facets of Virtual Reality and the many challenges and opportunities it brings to businesses. Rife with recent industry examples and applications, this title provides inspiration and guidance for managers, combined with relevant theories and conceptual advances. It is a must-read for any practitioners, students or academics wishing to gain a complete overview of the impact of VR on business practice. Laurence Dessart, HEC Liege - Management School of the University of Liege, Belgium I know too many educators who treat virtual reality as an overhyped novelty. This volume is a great tool to overcome those biases by showing what VR can do today, backed by good research and thoughtful expert interviews from those working in the VR trenches. Everybody could use this practical update to their beliefs about VR. Scott Cowley, Associate Professor of Marketing, Director of Digital Marketing & eCommerce Program at Western Michigan University