Razvoj i primjena virtualne stvarnosti u marketingu

master's thesis

• Title (english): Development and application of virtual reality in marketing
• Author: Vanda Grčić
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Jovana Zoroja (predsjednik povjerenstva)
• Committee member: Dalia Suša Vugec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-10-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Virtualna stvarnost (VR) revolucionira marketing omogućujući tvrtkama da stvore interaktivna i inovativna iskustva za korisnike. VR se može koristiti za virtualne demonstracije proizvoda i usluga, kao i za promotivne sadržaje koji angažiraju korisnike. Iako je navedena tehnologija dostupna dugi niz godina, njena primjena u svrhu marketinga još nije široko rasprostranjena. Korištenje virtualne stvarnosti u promociji i marketingu može izazvati snažne emocionalne reakcije, stvarajući dublju povezanost s potrošačima te im omogućiti pretpregled proizvoda. Predmeti istraživanja ovog rada su digitalna transformacija marketinga, razvoj tehnologije virtualne stvarnosti i njena primjena. Rad se fokusira na postojeće primjere VR tehnologije u marketinškim kampanjama i njihovim rezultatima.

Abstract (english)

Virtual Reality (VR) is revolutionizing marketing by enabling companies to create interactive and innovative experiences for users. VR can be used for virtual demonstrations of products and services, as well as for promotional content that engages users. Although this technology has been available for many years, its application in marketing is still not widespread. Using virtual reality in promotion and marketing can evoke strong emotional reactions, creating a deeper connection with consumers and allowing them to preview products. The subjects of this paper are the digital transformation of marketing, the development of virtual reality technology, and its application. The paper focuses on existing examples of VR technology in marketing campaigns and their outcomes.

• Keywords: digitalna transformacija; virtualna stvarnost; marketing
• Keywords (english): digital transformation; virtual reality; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:267182
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-10-28 09:40:37