This study acts as an intersection set of four different disciplines: psychology, virtual reality, communications, marketing, to develop innovative proposals for the prospective utilization of virtual reality medium in marketing communications. The thesis initially aims to detect the psychological effects of VR on three crucial phenomena concerning the qualities of a satisfactory immersive experience in VR: emotions, sense of presence, and perception, with the help of thematic analysis, by compiling various scientific studies within its scope. Further, it aspires to benefit from psychological elements detected to come up with more efficient VR experiences in favor of brand communication endeavors.
Virtual Reality, both as a phenomenon and technology, has covered an immense distance, particularly over the recent two decades. In the current climate, the adventure that started with launching new-generation VR devices sparked by the Oculus brand exceeded the boundaries of being merely a gaming device. It has already become adopted by different disciplines for a variety of purposes. Moreover, since VR technology comes forth with unique features that cannot be matched with either of the technological devices existing, it is currently widely used in a range of sectors, including communications and marketing.
However, some recent studies have revealed that Virtual Reality technology, thanks to its overly immersive nature, can have some psychological effects on its users. Apart from the discussions regarding the pearls and pitfalls of such effects, these impacts can also be used to create better virtual experiences in VR medium if they are analyzed well. Furthermore, in case that Virtual Reality will be used as the next communication medium, the experiences equipped with suchlike effects might also serve a variety of advertising efforts in near future.
Table of Contents
- Introduction
- State of the Art
- Background of the Study
- Research Objectives and Questions
- Problem Statements
- The Scope and Limitations of the Study
- Research & Technical Materials
- Methodology of the Study
- Chapter One: Effects of VR on User Psychology
- Background
- Effects of VR on Emotions
- Evoking Emotions in VR
- The Matter of the Sense of Presence
- Induction Through the Technological Quality
- Emotions & Sense of Presence
- Emotional Immersion vs. Spatial Immersion
- Auditory in Inducing Sense of Presence
- Effects of VR on Perception
- Perception & Consciousness in VR
- Particular Misperceptions in VR
- Discussion
- Conclusion
- Concluding Remarks: Findings
- Chapter Two: Understanding Brand Communication
- Understanding Brand Communication
- Brand Equity, Brand Image, Brand Awareness
- Brand Communication Principles
- Overall Communication Strategy
- Brand Message Design & Brand Storytelling
- Conclusion
- Chapter Three: The Future of Communication
- VR as a Communication Medium
- VR in Advertising
- VR Campaigns from the Sector
- Conclusion
- Chapter Four: Brands & Strategy
- Case Study I: Red Bull The Brand
- Brand & Market Research
- Target Persona Identification
- Communication Strategy Process
- Creative Process
- Case Study 2: IKEA The Brand
- Brand & Market Research
- Target Persona Identification
- Communication Strategy Process
- Creative Process
- Chapter Five: Executions of the Campaigns
- General Overview
- Red Bull 360VR Virtual Cycling Journey
- IKEA 360VR RoomReady Virtual Room Showroom
- Interactive VR: Action Game Prototype
- Chapter Six: Assessment Survey
- Background of the Analysis
- Survey Assessment
- Red Bull 360VR Virtual Cycling Journey
- Interactive VR: IKEA Branded Action Game Prototype
- IKEA RoomReady Virtual Room Showroom
- General Interpretation
- Conclusion
Objectives and Key Themes
This thesis investigates the potential of virtual reality (VR) as a new communication medium for brands, focusing on its psychological impact on users and developing innovative brand communication campaign prototypes. The study bridges psychology, virtual reality, communications, and marketing disciplines.
- Psychological effects of VR on emotions, sense of presence, and perception.
- The likelihood of VR becoming the next communication channel.
- Development of innovative VR communication campaign prototypes for Red Bull and IKEA.
- Assessment of the campaign prototypes' effectiveness in enhancing user engagement.
- Exploration of VR's impact on brand communication strategies.
Chapter Summaries
Introduction: This introduction sets the stage by discussing the impact of media technology on human perception and the unique potential of VR. It lays out the research objectives and questions, problem statements, scope, limitations, materials and methods of the study.
Chapter One: Effects of VR on User Psychology: This chapter explores the psychological effects of VR, focusing on emotions, sense of presence, and perception. It compiles research demonstrating VR's ability to evoke both positive and negative emotions, influence the sense of presence, and impact various aspects of perception. The thematic analysis reveals the intricate relationships between these phenomena.
Chapter Two: Understanding Brand Communication: This chapter provides a foundational understanding of brand communication, exploring various definitions and models. It clarifies key concepts like brand equity, brand image, and brand awareness, while discussing vital brand communication principles and strategies, including integrated marketing communication (IMC).
Chapter Three: The Future of Communication: This chapter delves into the potential of VR as a communication medium, analyzing its interface, transmission channels, and organizational infrastructure. It examines VR's role in advertising, showcasing successful VR campaigns and discussing its advantages in experiential marketing. The chapter concludes by considering the future of brand communication within the VR landscape.
Chapter Four: Brands & Strategy: This chapter presents two case studies (Red Bull and IKEA), developing prospective VR communication strategies based on brand communication principles and VR's psychological effects. It outlines market research, target audience identification, communication strategy processes, and creative VR campaign prototypes for each brand.
Keywords
Virtual Reality, Brand Communication, Advertising, Psychology, Marketing, Communication, VR Advertising, Psychological Effects, VR Communications, 360VR, Interactive VR, Descriptive Statistics, Brand Equity, Brand Image, Brand Awareness, Integrated Marketing Communication (IMC), Experiential Marketing, Storytelling.
Frequently Asked Questions: A Comprehensive Language Preview on VR and Brand Communication
What is the main topic of this thesis?
This thesis investigates the potential of virtual reality (VR) as a new communication medium for brands. It focuses on the psychological impact of VR on users and develops innovative brand communication campaign prototypes for Red Bull and IKEA.
What are the key themes explored in this research?
The key themes include the psychological effects of VR on emotions, sense of presence, and perception; the likelihood of VR becoming a major communication channel; the development of innovative VR communication campaigns; assessment of campaign effectiveness; and exploration of VR's impact on brand communication strategies.
What disciplines does this study bridge?
This study integrates psychology, virtual reality technology, communications, and marketing.
What is covered in the introduction?
The introduction sets the context by discussing the impact of media technology on human perception and the potential of VR. It outlines the research objectives, questions, problem statements, scope, limitations, materials, and methodology.
What does Chapter One focus on?
Chapter One explores the psychological effects of VR on users, focusing on emotions, the sense of presence, and perception. It examines how VR evokes emotions, influences presence, and impacts perception.
What is the content of Chapter Two?
Chapter Two provides a foundational understanding of brand communication, defining key concepts like brand equity, brand image, and brand awareness. It discusses crucial brand communication principles and strategies, including integrated marketing communication (IMC).
What is discussed in Chapter Three?
Chapter Three delves into the potential of VR as a communication medium, analyzing its interface, transmission channels, and organizational infrastructure. It examines VR's role in advertising, showcasing successful campaigns and its advantages in experiential marketing.
What are the details of Chapter Four?
Chapter Four presents case studies on Red Bull and IKEA, developing prospective VR communication strategies based on brand communication principles and VR's psychological effects. It details market research, target audience identification, communication strategy processes, and creative VR campaign prototypes.
What is covered in Chapter Five?
Chapter Five gives an overview of the execution of the Red Bull and IKEA VR campaigns, including a Red Bull 360VR Virtual Cycling Journey, an IKEA 360VR RoomReady Virtual Room Showroom, and an interactive VR action game prototype.
What is the focus of Chapter Six?
Chapter Six presents an assessment survey and its analysis. This includes an assessment of the Red Bull 360VR Virtual Cycling Journey, the IKEA RoomReady Virtual Room Showroom, and the interactive VR IKEA branded action game prototype. A general interpretation of the findings is also provided.
What are the key words associated with this thesis?
Keywords include Virtual Reality, Brand Communication, Advertising, Psychology, Marketing, Communication, VR Advertising, Psychological Effects, VR Communications, 360VR, Interactive VR, Descriptive Statistics, Brand Equity, Brand Image, Brand Awareness, Integrated Marketing Communication (IMC), Experiential Marketing, and Storytelling.
What is the overall goal of this research?
The overall goal is to understand the potential of VR as a powerful tool for brand communication by analyzing its psychological effects on users and by creating and assessing innovative VR marketing campaigns.
- Arbeit zitieren
- Kaan Saracoglu (Autor:in), 2021, Impacts of Virtual Reality on the Psychology of Users and its Implementation in Brand Communication. VR as the Future of Advertising?, München, GRIN Verlag, https://www.grin.com/document/1159651
