Paper Info
Title
Critical Success Factors In Virtual-Reality Based Marketing Ecosystems
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.
Year
DOI
Venue
2017
10.1145/3167020.3167053
9TH INTERNATIONAL CONFERENCE ON MANAGEMENT OF EMERGENT DIGITAL ECOSYSTEMS (MEDES 2017)
Keywords
Field
DocType
Virtual Reality, Marketing, Ecosystem, Critical Success Factors
Critical success factor,Virtual reality,Success factors,Computer science,Knowledge management,Marketing
Conference
Citations 
PageRank 
References 
0
0.34
0
Authors
3
Name
Order
Citations
PageRank
Songyee Han100.34
Gheorghita Ghinea2979104.23
Tor-Morten Grønli38123.80