The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers

ISBN-13: 9783110992700 / Angielski / Miękka / 2023 / 170 str.

Kirsten Cowan; Seth Ketron; Alena Kostyk

Recenzje

"This book offers a timely understanding of the multiple facets of Virtual Reality and the many challenges and opportunities it brings to businesses. Rife with recent industry examples and applications, this title provides inspiration and guidance for managers, combined with relevant theories and conceptual advances. It is a must-read for any practitioners, students or academics wishing to gain a complete overview of the impact of VR on business practice."

Laurence Dessart, HEC Liège - Management School of the University of Liège, Belgium

"I know too many educators who treat virtual reality as an overhyped novelty. This volume is a great tool to overcome those biases by showing what VR can do today, backed by good research and thoughtful expert interviews from those working in the VR trenches. Everybody could use this practical update to their beliefs about VR."

Scott Cowley, Associate Professor of Marketing, Director of Digital Marketing & eCommerce Program at Western Michigan University

O autorze

Dr. Kirsten Cowan (Senior Lecturer in marketing at University of Edinburgh) researches how immersive technologies engage consumers at each phase of the consumer journey. As such, VR has been the focus of her latest research. These projects review extant research on VR, investigate how consumer involvement in VR affects information processing, evinces how sensory marketing shapes consumer responses toward brands, and examines how virtual experiences differ from real experiences. Her publications on VR appeared in Journal of Business Research and European Journal of Marketing. One of her current projects with Dr. Ketron and Dr. Kostyk investigates sensory inputs in VR.

Dr. Seth Ketron is an Assistant Professor of marketing at the University of St. Thomas, USA. His research interests are primarily in consumer behavior and retailing, specifically focusing on sensory marketing and information processing as well as VR. He has co-authored publications on virtual reality with Dr. Cowan in Journal of Business Research and European Journal of Marketing and, along with Dr. Cowan and Dr. Kostyk, won "The Most Innovative" paper award at the 2019 Academy of Marketing Global Branding SIG.

Dr. Alena Kostyk is a Senior Lecturer in marketing at the University of Glasgow, UK. She has been long fascinated by consumers' response to technology-enhanced environments. She was awarded several grants for impact-focused collaborations that build on her VR research. She works with tourism organizations in Scotland to develop their VR marketing; engages with VR marketing content creators, and specialized industry groups. Her work appears in academic outlets such as Business Horizons, European Journal of Marketing, Journal of Business Research. Prior to academia, she spent nearly 10 years working in the private sector.