Change search
CiteExportLink to record
Permanent link

Direct link
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
  • text
  • asciidoc
  • rtf
Factors influencing attitudes towards VR as an advertising media: This paper will undego a study of what is effecting customer attitudes towards Virtual Reality as an advertising media
Jönköping University.
Jönköping University.
Jönköping University.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Virtual Reality (VR) is gaining more recognition and is evoking a public interest. The virtual technology creates a virtual world controlled by body movements. The VR usage areas are still limited to entertaining, but is continuously applying more fields of usage. Advertising is one of them. The attitude of adding a new media in advertising is complex and the VR technology is to be discovered. 

 

The purpose of this thesis is to investigate the factors that are influencing consumer attitudes towards Virtual Reality as an advertising media. By conducting interviews, the thesis aims to answer how different attitudes are coming about, and what factors that are influencing those attitudes. The authors of this thesis chose to study consumer attitudes, as attitudes could determine how various stakeholders would react in response to the attitudes. Attitudes towards VR is still an exploratory subject, and what forms these attitudes are dependent on various factors that will be discussed in this thesis. 

 

The thesis first introduces the background of Virtual Reality as an advertising media, and then analyze the attitudes connected to VR as a form of advertising media. 

The attitudes were investigated by conducting semi-structured interviews with female and male participant between the ages of 15-30. The main results showed that the factors affecting attitudes towards VR as an advertising media include social-, demographic-, economic- and environmental driven factors. 

Place, publisher, year, edition, pages
2018. , p. 75
National Category
Business Administration Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-39915ISRN: JU-IHH-FÖA-1-20180715OAI: oai:DiVA.org:hj-39915DiVA, id: diva2:1214342
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-06-06 Last updated: 2018-07-02Bibliographically approved

Open Access in DiVA

fulltext(1005 kB)1 downloads
File information
File name FULLTEXT01.pdfFile size 1005 kBChecksum SHA-512
edf04ae848faabcaa6eb26d3ba5a076b9c71b608bb409e74191aa3dee07b949c5d7b367e75e7dc305a4a448d311c735e51ae5f73f8635ff28fa7a885107b02c7
Type fulltextMimetype application/pdf

By organisation
Jönköping University
Business AdministrationMedia and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 1 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1 hits
CiteExportLink to record
Permanent link

Direct link
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
  • text
  • asciidoc
  • rtf