Ahmet UYAR
(Afyon Kocatepe Üniversitesi, Afyon, Türkiye)
Yıl: 2020Cilt: 11Sayı: 41ISSN: 2146-1961Sayfa Aralığı: 893 - 928İngilizce

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COMPARISON OF VIRTUAL REALITY ADVERTISEMENTS WITH THE ADVERTISEMENT IN OTHER MEDIA WITH THE HELP OF RECALL TESTS: A SAMPLE APPLICATION
The new transformation process called Industry 4.0 has begun to reshape the economy. With this transformation process, some different technologies have begun to enter business life. One of them is the technology called virtual reality. Virtual reality is the name given to computer-aided 3D environments that give individuals the feeling of being there. As in many other fields, business world has also begun to benefit from virtual reality and its innovations. Among various promotional methods, businesses prefer to benefit from virtual reality technology for advertising. The influence of this new method on consumers’ purchasing decisions and its contribution to advertising ethics are being studied in various academic platforms. The present study focuses on how virtual reality ads affect the consumer. Virtual advertisements and written and visual advertisements were compared in order to understand which one has more place in the consumer’s memory, and a questionnaire study was conducted on consumers with the help of recall tests. The results show that virtual reality ads are remembered by consumers more than other types of advertising. Also, consumers stated that they were influenced by virtual reality ads the most. The findings of the study suggest that businesses should invest more in virtual advertisements for their marketing strategies, and that this will improve their consumer communication.
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