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Opportunities to optimize marketing strategies through the use of virtual reality and augmented reality

Opportunities to optimize marketing strategies through the use of virtual reality and augmented reality

Name: Opportunities to optimize marketing strategies through the use of virtual reality and augmented reality
Brand: Editura Universitară
SKU: 9786062818456
Price: 37 RON
Availability: InStock

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Publisher: Editura Universitară

Author: Bogdan-Mihai Prodea

Edition: I

Publisher year: 2024

Pages: 200

ISBN: 978-606-28-1845-6

DOI: 10.5682/9786062818456

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This paper explores opportunities to optimize marketing strategies by using Virtual Reality (VR) and Augmented Reality (AR) technologies, investigating how their integration can improve marketing practices and influence consumer behavior in the digital environment.
The first objective is to assess how these two technologies are perceived and used by consumers. Thus, the research adopts a qualitative approach to explore these dimensions. In-depth interviews examine how individuals perceive, use and interact with AR and VR in various contexts.
The second objective is to determine whether the implementation of AR or VR has any impact on levels of purchase intention in the online environment, using experimental methods to assess this effect. Two experiments were carried out and the conclusions showed that the two technologies have a positive impact on the purchase intention in the digital environment. The second part of the quantitative research is represented by a survey-based investigation that addresses the third main objective of the thesis, that of identifying and measuring how the different characteristics of RA and RV impact and influence the level of purchase intention. This section provides insight into the factors influencing consumer adoption and acceptance of these emerging technologies and provides influence schemes that are valuable in the process of implementing augmented or virtual reality in your marketing strategy.
Based on the findings and information gathered from the previous chapters, a marketing program is proposed to implement RA and RV in the marketing strategy of SMEs. This section provides practical guidelines and recommendations for SMEs to effectively leverage technology in their marketing efforts.
The conclusions drawn from the research highlight the significant potential of virtual and augmented reality in optimizing marketing strategies. The integration of these technologies offers unique opportunities for immersive, personalized and interactive experiences for consumers. However, challenges such as cost, technical limitations, and technology acceptance must be considered to fully exploit the potential benefits of AR/RV.

Opportunities to optimize marketing strategies through the use of virtual reality and augmented reality
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BOGDAN-MIHAI PRODEA

INTRODUCTION / 13
1. THE CURRENT STATE OF KNOWLEDGE IN THE FIELD OF ONLINE MARKETING / 15
1.1. ONLINE MARKETING / 15
1.1.1. Social Media / 16
1.1.2. Websites and search engines / 18
1.1.3. E-mail marketing / 19
1.1.4. Trade / collaboration platforms / 20
1.2. CONSUMER BEHAVIOR / 21
1.2.1. Consumer behavior in the online environment / 29
1.3. FORMULATION OF THE MARKETING STRATEGY IN THE ONLINE ENVIRONMENT / 32
1.3.1. Target market analysis / 32
1.3.2. Objectives and competitive strategies / 34
1.3.3. The marketing mix in the context of online marketing / 35
1.3.4 Marketing strategy approach in the online environment / 39
1.4. THE ROLE OF NEW TECHNOLOGIES IN ONLINE MARKETING STRATEGY / 43
1.4.1. Augmented Reality / 43
1.4.2. Virtual Reality / 52
1.4.3. Conclusions / 60
2. ANALYSIS OF THE EVOLUTION OF THE DIGITAL ENVIRONMENT AND APPLICATIONS OF NEW TECHNOLOGIES IN ONLINE MARKETING / 62
2.1. DEVELOPMENTS IN THE ONLINE BUSINESS ENVIRONMENT / 62
2.2. AUGMENTED REALITY – PRACTICAL APPLICATIONS IN ONLINE MARKETING / 67
2.3. VIRTUAL REALITY – PRACTICAL APPLICATIONS IN ONLINE MARKETING / 72
3. EXPLORATORY RESEARCH ON HOW AUGMENTED REALITY AND VIRTUAL REALITY ARE PERCEIVED AND USED BY USERS / 76
3.1. INTRODUCTION / 76
3.2. RESEARCH METHODOLOGY / 77
3.3. DATA ANALYSIS AND INTERPRETATION OF RESEARCH RESULTS / 79
3.4. RESEARCH CONCLUSIONS / 85
4. QUANTITATIVE RESEARCH ON THE IMPLEMENTATION OF AUGMENTED REALITY AND VIRTUAL REALITY IN ONLINE MARKETING STRATEGY / 87
4.1. INTRODUCTION / 87
4.2. SAMPLE / 88
4.3. MARKETING EXPERIMENTS TO STUDY THE EFFECTS OF THE IMPLEMENTATION OF AUGMENTED REALITY AND VIRTUAL REALITY ON ONLINE PURCHASING BEHAVIOR / 90
4.3.1. Research methodology / 91
4.3.2. Experiment 1 – the effect of implementing augmented reality on purchasing behavior in the online environment / 95
4.3.3. Experiment 2 – the effect of implementing virtual reality on purchasing behavior in the online environment / 104
4.3.4. Comparative analysis of the effects of augmented reality and virtual reality on online purchasing behavior / 114
4.3.5. Conclusions / 115
4.4. SURVEY INVESTIGATION ON IDENTIFYING AND MEASURING THE INFLUENCE OF AUGMENTED AND VIRTUAL REALITY FEATURES ON PRODUCT PURCHASE INTENTION / 117
4.4.1. Research methodology / 118
4.4.1. Analysis of the implementation of augmented reality in marketing strategy / 120
4.4.1.1. The influence of technology characteristics on purchase intention / 120
4.4.1.2. Analyzing augmented reality according to TAM (Technology Acceptance Model) / 126
4.4.1.3 Results and conclusions / 130
4.4.2. Analysis of the implementation of virtual reality in marketing strategy / 132
4.4.2.1. The influence of technology characteristics on purchase intention / 133
4.4.2.2. Analysis of virtual reality according to TAM (Technology Acceptance Model) / 138
4.4.2.3. Results and conclusions / 141
5..GENERAL CONCLUSIONS, PROPOSALS AND FUTURE RESEARCH DIRECTIONS / 144
5.1, MARKETING PROGRAM FOR THE IMPLEMENTATION OF RA/RV IN THE ONLINE MARKETING STRATEGY OF SMEs / 151
5.2. RESEARCH LIMITS / 161
5.3. FUTURE RESEARCH DIRECTIONS / 162
6. PERSONAL CONTRIBUTIONS / 163
REFERENCES / 165
ANNEXES / 186
APPENDIX 1 – DEMOGRAPHIC PROFILE OF THE RESPONDENTS INTERVIEWED WITHIN THE FRAMEWORK OF THE QUALITATIVE RESEARCH / 186
APPENDIX 2 – TABLE OF CONTENTS – QUALITATIVE RESEARCH / 188
APPENDIX 3 – INTERVIEW GUIDE – QUALITATIVE RESEARCH / 190
APPENDIX 4 – VARIANTS OF SOFAS USED IN QUANTITATIVE RESEARCH / 192
APPENDIX 5 – MARKETING EXPERIMENTS QUESTIONNAIRE / SURVEY BASED SURVEY / 193

In recent years, the rapid advancement of technology has significantly transformed the online marketing landscape. With the advent of Augmented Reality (AR) and Virtual Reality (VR), brands have powerful tools at their disposal to enhance customer experiences, engage more with their target audience and revolutionize their online marketing strategies . The potential impact of these two technologies on the field of marketing has attracted substantial attention from companies and researchers.
The purpose of this PhD thesis is to investigate the impact of RA and RV on online marketing strategy. Delving into the field of AR and VR technologies and their integration into online marketing practices, this research endeavors to uncover the implications, challenges and opportunities that arise from incorporating these immersive technologies into marketing campaigns.
To achieve these objectives, a mixed methods approach will be used, comprising both qualitative and quantitative research methods. Through surveys, interviews and experimental studies, valuable information will be gathered to inform the development of theoretical frameworks and practical guidelines for incorporating AR and VR into online marketing strategies.
Integrating AR and VR into online marketing offers a unique opportunity for businesses to provide interactive and personalized experiences to consumers. These technologies have the potential to transform the way products and services are presented and perceived, enabling brands to create engaging and memorable experiences that go beyond traditional marketing approaches. However, the effective adoption and use of AR and VR in marketing strategies requires a thorough understanding of their impact on consumer behavior, brand perception, and overall marketing effectiveness.
Chapters 1 and 2 of this thesis aim to systematically present the literature in the field and the latest statistics. In order to be able to understand the impact of the two technologies on the marketing strategy, this thesis will take a holistic approach to the concept of online marketing, analyzing the current state of knowledge in terms of the online business environment, consumer behavior and online marketing strategies .
The exploratory research presented in Chapter 3 will examine key dimensions related to the impact of AR and VR on online marketing. These dimensions include consumer attitudes and perceptions towards AR and VR experiences, the influence of immersive technologies on consumer decision-making processes, the effectiveness of AR and VR in increasing brand engagement and loyalty.
Chapter 4 presents quantitative research, the analysis being structured in two parts (two marketing experiments and a survey-based survey), which aim to statistically demonstrate the benefits of implementing AR and VR in marketing strategy and which ends with the formulation of clear directions in order to implement these technologies.
The results of this research contribute to the existing body of knowledge in the fields of marketing, consumer behavior and technology adoption. In addition, the marketing program in Chapter 5 provides practical directions for SMEs looking to harness the potential of AR and VR to gain a competitive advantage in the digital marketplace.
In conclusion, this PhD thesis aims to explore and analyze the impact of RA and VR on online marketing strategy. By investigating the integration, implications and challenges associated with these immersive technologies, this research aims to contribute to the understanding of how AR and VR can shape the future of marketing. By exploring consumer behavior, brand engagement and marketing effectiveness, this study will provide insights and practical recommendations to guide marketers in harnessing the power of AR and VR to improve their online marketing strategies.
I would like to give special thanks to the scientific leader, Prof. dr. Cristinel Petrișor Constantin for the way he guided and supported me in the process of developing this thesis. Your marketing knowledge and extensive academic experience were important factors that contributed to its successful completion. I also want to express my gratitude to all the members of the guidance committee, made up of Prof. Dr. Gabriel Brătucu, Prof. Dr. Gheorghe Epuran and Prof. Dr. Cătălin Maican, for your ideas, advice and guidance, which really contributed to my academic development.

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