体验式学习
营销
品牌体验
业务
虚拟现实
心理学
广告
计算机科学
人机交互
新产品开发
数学教育
产品管理
作者
Vanja Bogicevic,Stephanie Q. Liu,Jay Kandampully,Soobin Seo,Nancy A. Rudd
标识
DOI:10.1177/10963480241256564
摘要
Market research highlights Generation Z’s increasing demands for digital brand experiences that inspire word-of-mouth sharing. Virtual reality (VR), an immersive affordances technology, holds promise for experiential marketing due to its power to transform experiences. Yet, limited research has examined how VR influences different facets of brand experiences that empower brand engagement and word-of-mouth. In Study 1, a laboratory experiment demonstrates that VR prompts higher sensory, intellectual, and behavioral brand experiences and word-of-mouth compared to static images and 360° tours, with equal brand engagement as a 360° tour. Study 2 corroborates these findings through a thematic analysis of qualitative insights from Generation Z consumers. This research underscores VR’s vital role in fine-tuning brand experience and brand engagement in the experiential marketing context.
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