Critical Success Factors in Virtual-Reality Based Marketing Ecosystems

PubDate: November 2017

Teams: Brunel University；Westerdals Oslo School of Arts

Writers: Songyee Han；Gheorghita Ghinea；Tor-Morten Groenli

PDF: Critical Success Factors in Virtual-Reality Based Marketing Ecosystems

Abstract

Virtual Reality (VR) offers new opportunities to marketers. Considering the fact that the primary role of marketing is to engrave a product or service to potential users and that VR arouses emotional responses and can influence the behavior of users, the applicability of VR to marketing cannot be underestimated. Accordingly, in this paper, we explore Critical Success Factors (CSFs) of VR in marketing ecosystems. Moreover, by adopting the means-end chain model, this paper focuses on the conditions that lead to a successful VR marketing campaign rather than any barriers associated with it. Results highlight the presence of 17 success factors for VR-based marketing campaign and provide insights to stakeholders who are considering whether or not to utilize VR technology in marketing their service or product.