When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications

Abstract

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Nonprofit fundraising with virtual reality

“…Research on the use of VR devices has been conducted in various fields such as tourism (Huang, Backman, Backman, & Chang, ), education (Merchant, Goetz, Cifuentes, Keeney‐Kennicutt, & Davis, ), advertising (Van Kerrebroeck, Brengman, & Willems, ), and communication (Hammick & Lee, ), but no academic studies have been conducted in the field of nonprofit fundraising. VR is ripe for investigation as a fundraising technique because it is moving beyond the stage of experimentation to the stage of marketization in the media market.…”

Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study

“…When it comes to emotional, i.e. hedonic benefits associated with products or brands literature is almost non-existent, with a notable exception of a study by Van Kerrebroeck et al (2017b). These authors found that VR generates higher perceptions of vividness and presence compared to a regular, two-dimensional video (Van Kerrebroeck et al, 2017b).…”

“…Chieng (2014) suggest that imagery richness can be affected by sound or animations. Various studies in marketing literature demonstrate that more vivid imagery results in more positive attitudes among consumers (Van Kerrebroeck et al, 2017b). Existing studies point consistently to the benefits of application of VR technology to informational marketing communications -that is, to presentation of functional, objective product attributes (Choi and Taylor, 2014).…”

“…Over the last years advertising has evolved along with technology, embracing such innovations as 3D product presentations and 360° rotation. Compared with the traditional media these allow higher levels of interactivity and vividness resulting in visual richness (Choi and Taylor, 2014;Van Kerrebroeck et al, 2017b). Vividness, or imagery richness, is considered to be an important factor in marketing communications translating into more realistic product presentations.…”

Moving forward quantitative research on innovation management: a call for an inductive turn on using and presenting quantitative research

“…Moreover, new opportunities to creatively apply experimental approaches to study innovation management topics are rapidly emerging. In the domains of organizational behavior and marketing, scholars (e.g., Pierce and Aguinis, 1997; Van Kerrebroeck et al, 2017) have started applying virtual and augmented reality to conduct novel experimental research. This kind of emerging technology can represent opportunities for conducting alternative experiments on innovation topics.…”