SANAL GERÇEKLİK REKLAMLARININ DİĞER MECRALARDAKİ REKLAMLARLA HATIRLAMA TESTLERİ YARDIMIYLA KARŞILAŞTIRILMASI: BİR ÖRNEK UYGULAMA
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 we call virtual reality. Virtual reality is the name given to computer-aided 3D environments that gives individuals the feeling of being there. As in many other fields, virtual reality and its innovations have started to be used in the field of Business. Businesses now include virtual reality technology among their promotional tools such as advertising. The impact of this new method on consumers’ purchasing decisions and its contribution to advertising ethics is being investigated in various academic platforms. The present study focuses on how virtual reality ads affect consumers. Virtual ads were compared with print and visual ads to understand which ones stick more in the minds of consumers and, for this purpose, a questionnaire was administered to consumers with the help of recall tests. According to the results obtained, virtual reality ads appear to be recalled by consumers more than other types of advertisement. Additionally, consumers stated that they were influenced by virtual reality ads the most. Based on the findings of this research, it seems that it would be a good idea for businesses to make more investment in virtual reality ads for the benefit of their own marketing strategies as this would improve their consumer communication.
Virtual reality, advertisement, advertising media, virtual reality in advertisement, recall tests.