THE USAGE OF VR AND AR TECHNOLOGY IN MARKETING
DOI:
https://doi.org/10.24867/06GI06MitrovicKeywords:
Virtual Reality, Augmented Reality, MarketingAbstract
The aim of this research is to examine the level and success of the usage of virtual and augmented reality in the context of marketing activities. Within the subject, challenges and consumer's acceptance of this emerging technology and it's virtual solutions are given also. Brand Ikea is used as an example with three different cases of the usage of VR and AR, explaining their goals and effects. Research is relevant during a time when Industry 4.0 is revolutionizing the business field and companies are transforming into their digital form.
References
[1]M. Wade, „Digital business transformation“, Global Center for Digital Business Transformation, 2015.
[2] I. Vrhovski, „Ekonomija iskustva kao produkt kulturne globalizacije“, Praktični menadžment, pp. 51-56. 2012.
[3] J. Pine, J. Gilmore, „The Experience is the Marketing“, BrownHerron Publishing, 2012.
[4] S. Poulsson, S. Kale, „The Experience Economy and Commercial Experiences“, The Marketing Review, pp. 267-277, 2004.
[5]R. Popović, D. Cvetković, D. Marković, „Multimedija“, Univerzitet Singidunum, 2010.
[6]S. R. Chavan, „Augmented Reality vs. Virtual Reality: Differences and Similarities“, International Journal of Advanced Research in Computer Engineering & Technology, pp. 1947-1952, 2016.
[7]https://www.ikea.com/au/en/apps/IKEAPlace.html (pristupljeno u septembru 2019.)
[8]https://www.ikea.com/ms/en_US/this-is-ikea/ikea-highlights/Virtual-reality/index.html (pristupljeno u septembru 2019.)
[9]https://www.vrheads.com/i-visited-ikea-vr-and-it-blew-my-mind (pristupljeno u septembru 2019.)
[10]https://www.adweek.com/digital/ikea-is-stepping-into-virtual-reality-by-creating-a-game-for-new-store-openings/ (pristupljeno u septembru 2019.)
[2] I. Vrhovski, „Ekonomija iskustva kao produkt kulturne globalizacije“, Praktični menadžment, pp. 51-56. 2012.
[3] J. Pine, J. Gilmore, „The Experience is the Marketing“, BrownHerron Publishing, 2012.
[4] S. Poulsson, S. Kale, „The Experience Economy and Commercial Experiences“, The Marketing Review, pp. 267-277, 2004.
[5]R. Popović, D. Cvetković, D. Marković, „Multimedija“, Univerzitet Singidunum, 2010.
[6]S. R. Chavan, „Augmented Reality vs. Virtual Reality: Differences and Similarities“, International Journal of Advanced Research in Computer Engineering & Technology, pp. 1947-1952, 2016.
[7]https://www.ikea.com/au/en/apps/IKEAPlace.html (pristupljeno u septembru 2019.)
[8]https://www.ikea.com/ms/en_US/this-is-ikea/ikea-highlights/Virtual-reality/index.html (pristupljeno u septembru 2019.)
[9]https://www.vrheads.com/i-visited-ikea-vr-and-it-blew-my-mind (pristupljeno u septembru 2019.)
[10]https://www.adweek.com/digital/ikea-is-stepping-into-virtual-reality-by-creating-a-game-for-new-store-openings/ (pristupljeno u septembru 2019.)
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Published
2020-01-27
Issue
Section
Industrial Engineering and Management
