Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing

Anouk de Regt*, Kirk Plangger, Stuart J. Barnes

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

63 Citations (Scopus)
620 Downloads (Pure)

Abstract

Marketing managers strive to build branded experiences that both excite and engage their customers in novel ways in order to enhance attitudes and encourage positive behaviors towards their brands. As it offers immersive and interactive encounters, Virtual Reality (VR) technology is a promising tool for managers to create these experiences, evidenced by increasing and successful VR marketing applications. Yet, the literature offers little guidance on how VR experiences can be strategically designed to create favorable customer perceptions, attitudes, and behaviors. Based on five semi-structured focus groups of 27 VR consumers, this article constructs a framework that deconstructs VR branded experiences into both narrative and social interactions to optimize strategic customer outcomes. An experimental study validates the findings after which practical recommendations to maximize the success of VR branding campaigns and a future research agenda for VR marketing is provided.
Original languageEnglish
Pages (from-to)513-522
Number of pages10
JournalJournal of Business Research
Volume136
Issue numberNovember
Early online date10 Aug 2021
DOIs
Publication statusPublished - Nov 2021

Keywords

  • Virtual reality (VR) marketing
  • Branding campaigns
  • Customer brand engagement (CBE)
  • Customer advocacy
  • Narrative customer experiences
  • Social presence

Fingerprint

Dive into the research topics of 'Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing'. Together they form a unique fingerprint.

Cite this