Virtual Reality (VR) is gaining more recognition and is evoking a public interest. The virtual technology creates a virtual world controlled by body movements. The VR usage areas are still limited to entertaining, but is continuously applying more fields of usage. Advertising is one of them. The attitude of adding a new media in advertising is complex and the VR technology is to be discovered. The purpose of this thesis is to investigate the factors that are influencing consumer attitudes towards Virtual Reality as an advertising media. By conducting interviews, the thesis aims to answer how different attitudes are coming about, and what factors that are influencing those attitudes. The authors of this thesis chose to study consumer attitudes, as attitudes could determine how various stakeholders would react in response to the attitudes. Attitudes towards VR is still an exploratory subject, and what forms these attitudes are dependent on various factors that will be discussed in this thesis. The thesis first introduces the background of Virtual Reality as an advertising media, and then analyze the attitudes connected to VR as a form of advertising media. The attitudes were investigated by conducting semi-structured interviews with female and male participant between the ages of 15-30. The main results showed that the factors affecting attitudes towards VR as an advertising media include social-, demographic-, economic- and environmental driven factors.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-39915 |
| Date | January 2018 |
| Creators | Tordsson, Frida, Tegebäck, Matilda, Varnvik, Malin |
| Publisher | Högskolan i Jönköping, Högskolan i Jönköping, Högskolan i Jönköping |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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