Will the use of virtual reality lead to a revolution in marketing communication?

- Anna Szymczak, M.Sc.

A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market.
The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes.

The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.

Anna Szymczak, M.Sc., University of Lodz, Poland – Ph.D. Candidate in Marketing Department, Faculty of Management, University of Lodz. Since childhood, fascination with civil aviation. Her interests are connected with scientific and professional work. She teaches in Marketing Fundamentals. Awarded with distinction for activities for and for the good of the University of Lodz. Graduate of Postgraduate Studies – Management and financing in the air transport sector at the Warsaw School of Economics. Member of Board of The National Representation of Ph.D. Candidates.

DOI: 10.2478/minib-2019-0043
Contact: annakatarzyna.szymczak(at)gmail.com
MINIB, 2019, Vol. 33, Issue 3

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