1. Critical Success Factors in Virtual-Reality Based Marketing Ecosystems
- Author
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Tor-Morten Groenli, Gheorghita Ghinea, and Songyee Han
- Subjects
Service (systems architecture) ,Chain model ,Computer science ,05 social sciences ,Success factors ,Virtual reality ,Product (business) ,03 medical and health sciences ,0302 clinical medicine ,0502 economics and business ,Critical success factor ,050211 marketing ,Marketing campaign ,Marketing ,030217 neurology & neurosurgery - 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.
- Published
- 2017
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