Enhancing brand perception through virtual reality storytelling : study of immersive marketing strategies

Abstract

Virtual Reality (VR) storytelling is a ground breaking narrative technique that immerses the audience in three-dimensional worlds through VR technology. In the marketing sphere, this cutting-edge approach has become a formidable tool for enhancing brand perception. By leveraging the sensory-rich environment of VR, brands can craft compelling narratives that go beyond traditional advertising.. The interactive and emotionally resonant nature of VR storytelling fosters a deeper connection between consumers and brands, leaving a lasting impact on brand likability, loyalty, and recall. This innovative medium enables marketers to break free from conventional storytelling, crafting memorable experiences that captivate audiences and elevate brand perception. The research aims to assess the impact of virtual reality storytelling on consumers emotional connections with a brand, evaluating factors like brand likability, loyalty, and recall post immersive marketing experiences. It further scrutinizes storytelling elements, including narrative structure and sensory stimuli, in virtual reality marketing and their influence on brand perception. Additionally, the study delves into how demographic and psychographic factors shape consumer responses to virtual reality storytelling, providing valuable insights into the efficacy of immersive marketing strategies across diverse target segments. Conducted through a thorough literature review on virtual reality marketing and associated theories, the research employs a quantitative analysis, offering insightful solutions derived from surveys and experiments conducted using VR Technology. Enhancing the understanding of VR, the dissertation concludes by underscoring the significance of VR storytelling in the context of brand perception and immersive marketing strategies. The research findings offer a comprehensive understanding of the impact of VR on brand perception and consumer engagement, shedding light on the potential of this innovative technology as a powerful marketing tool.