Six reasons why virtual reality is a game-changing computing and communication platform for organizations

Torro, Osku; Jalo, Henri; Pirkkalainen, Henri

doi:10.1145/3440868

Cited by 17 publications

(8 citation statements)

References 22 publications

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“…Accordingly, both AR and VR have been identified as technologies that organizations could potentially capitalize on (see e.g., Berg and Vance 2017 ; Porter and Heppelmann 2017 ; Torro et al 2021 ); this fits as part of the overall trend of digitalization, which has been critical for the competitiveness of companies during recent decades. Companies’ interest in utilizing XR has also increased consistently, especially among larger companies (Porter and Heppelmann 2017 ).…”

Section: Introductionmentioning

confidence: 99%

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

et al. 2022

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Augmented reality (AR) and virtual reality (VR), collectively referred to as “extended reality” (XR), have begun to diffuse in industry. However, the current levels of awareness, perceived limitations, and use of AR and VR, as well as the potential differences on these aspects between these technologies are still not well known. Moreover, it is unknown whether small and medium-sized enterprises (SMEs) differ from large companies on these issues. This research employed a mixed methods research design to address this gap by carrying out a cross-sectional survey (n = 208) to gauge European industrial companies’ level of AR and VR awareness and adoption, and by interviewing 45 companies in nine European countries in order to identify critical enabling factors in the adoption of XR for SMEs. Results show no statistical difference between the respondents’ perceptions toward AR and VR or in their use levels. Thus, examining AR and VR under the umbrella term XR seems justified, especially in the context of their organizational use. However, larger companies were found to be using XR more than SMEs. Analysis of interviews based on the technology–organization–environment framework also yielded several enabling factors affecting XR adoption and specified whether they are particularly highlighted in the SME context. Overall, this paper contributes to XR research by providing a holistic multi-country overview that highlights key issues for managers aiming to invest in these technologies, as well as critical organizational perspectives to be considered by scholars.

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Section: Introductionmentioning

confidence: 99%

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

et al. 2022

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“…We also encourage the study of avatar-based communications in virtual reality (e.g. Bailenson et al, 2004;Miller et al, 2021;Torro et al, 2021). Combining the advantages of asynchronous and synchronous communications in an immersive 3D environment may provide interesting perspectives for the development of social exchange, especially in context of geographically dispersed virtual teams.…”

Section: Limitations and Future Researchmentioning

confidence: 95%

Media synchronicity in organizational social exchange

Torro

Pirkkalainen

2022

ITP

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PurposeThe purpose of the paper is to examine how media synchronicity facilitates the emergence of social exchange (i.e. trust and reciprocity) in organizations’ information and communication technology (ICT)-mediated interactions. A model of media synchronicity in organizational social exchange (MSiOSE) is proposed.Design/methodology/approachThe paper has a design and review approach. The theoretical analysis is based on social exchange theory (SET) and media synchronicity theory (MST).FindingsThe authors propose that, in general, social exchange benefits from both asynchronous and synchronous communication processes. However, media synchronicity has different boundary conditions (i.e. pros and cons) in relation to the emergence of social exchange, determined in accordance with the mutually interacting patterns of trust and reciprocity predicted by SET. The authors provide testable theoretical propositions to support the analysis.Originality/valueSocial exchange is a critical business factor for organizations due to its well-known positive outcomes, such as the strengthening of social ties. The need for successful social exchange in remote work conditions is particularly emphasized. However, with regard to the communication and behavioral patterns that lead to social exchange via ICT, the theoretical understanding is limited. The study reveals previously unmapped heuristics between social exchange and physical media capabilities. Thus, the study's propositions can be used to study and analyze social exchange in the ever-changing media landscape. As a practical contribution, the study helps organizations to improve their communication strategies and use of ICT.

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“…Related work explored group dynamics and team communication in social environments that can resemble but also go beyond the possibilities of video conferencing. Torro et al (2021) describe the impact of non-verbal communication and spatial information of social VR and why this makes it a game-changing medium for organizations. Due to the possibility of simulating any communication process imaginable, the authors argue that social VR can not only exceed the communication effectiveness compared to video conferencing, but also of real-world settings.…”

Section: Social Interactions In Vrmentioning

confidence: 99%

“…Due to the possibility of simulating any communication process imaginable, the authors argue that social VR can not only exceed the communication effectiveness compared to video conferencing, but also of real-world settings. As one reason, they state how new forms of group dynamics can be facilitated and how teams benefit from formal and informal encounters in VR (Torro et al, 2021).…”

Section: Social Interactions In Vrmentioning

confidence: 99%

"Seeing the Faces Is So Important" -- Experiences From Online Team Meetings on Commercial Virtual Reality Platforms

Bonfert¹,

Reinschluessel²,

Putze³

et al. 2022

Preprint

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During the Covid-19 pandemic, online meetings became common for daily teamwork in the home office. To understand the opportunities and challenges of meeting in virtual reality (VR) compared to video conferences, we conducted the weekly team meetings of our human-computer interaction research lab on five off-the-shelf online meeting platforms over four months. After each of the 12 meetings, we asked the participants (N = 32) to share their experiences, resulting in 200 completed online questionnaires. We evaluated the ratings of the overall meeting experience and conducted an exploratory factor analysis of the quantitative data to compare VR meetings and video calls in terms of meeting involvement and co-presence. In addition, a thematic analysis of the qualitative data revealed genuine insights covering five themes: spatial aspects, meeting atmosphere, expression of emotions, meeting productivity, and user needs. We reflect on our findings gained under authentic working conditions, derive lessons learned for running successful team meetings in VR supporting different kinds of meeting formats, and discuss the team's long-term platform choice.

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Six reasons why virtual reality is a game-changing computing and communication platform for organizations

Abstract: Beyond the pandemic, organizations need to recognize what digital assets, interactions, and communication processes reap the most benefits from virtual reality.

Cited by 17 publications

References 22 publications

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

Media synchronicity in organizational social exchange

"Seeing the Faces Is So Important" -- Experiences From Online Team Meetings on Commercial Virtual Reality Platforms

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