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Virtual Reality in Marketing—An explorative study
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Recently, virtual reality (VR), as a new form of technology is developing and evoking public interest. VR technology can provide an artificial realistic environment controlled by body movements. The technology has been applied in many areas for example movies and other entertainments. It provides interactive experiences and it is still developing to many other new fields like medicine and the military.It is exciting to look into how virtual reality technology can be helpful to some new areas such as marketing. The purpose of this thesis is to try to find out whether virtual reality technology, as a marketing tool, can attract customers’ attention more than traditional marketing tools.We choose IKEA as an experimental case study has been chosen as method for doing this research. We use IKEA’s virtual reality application on the Steam to do the experiment. IKEA is a big Swedish furniture retailer, which has stores all around the world. IKEA virtual reality application is a simulation of a kitchen environment. In the application, users can interact with virtual items such as cooking a meal with pan and meat balls. The application is available on the Steam, a digital distribution platform used for e.g. digital gaming. The thesis first introduces the background of virtual reality technology and marketing theory and then, analyzes marketing through virtual reality. We believe that the result of our experiment with IKEA’s application can be used as a reference for other companies.

Place, publisher, year, edition, pages
2016.
Keyword [en]
Virtual Reality, Marketing, Marketing Tool, Human Computer Interaction
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-12148OAI: oai:DiVA.org:hb-12148DiVA: diva2:1094841
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2017-05-15 Created: 2017-05-11 Last updated: 2017-05-15Bibliographically approved

Open Access in DiVA

2016BBA01(1008 kB)150 downloads
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8cc12f32def3d1bd5446791e1f371af4fda5e8c46735050e60e3a511f4898fdd6b03e293e9e20e6c3c543c185235a71b14c0296e35937e5e605d05a1802b2bad
Type fulltextMimetype application/pdf

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Business Administration

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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