A preliminary study on 3600 immersive virtual reality (IVR) vs non-immersive virtual reality (N-IVR) of event marketing

• Main Authors: Ibrahim, E.N.M (Author), Juhari, S. (Author)
• Format: Article
• Language: English
• Published: World Academy of Research in Science and Engineering 2019
• Subjects: 3600 Video Content; Experiential Marketing; Immersive Virtual Reality (IVR); Non-Immersive Virtual Reality
• Online Access: View Fulltext in Publisher; View in Scopus

 Immersive virtual reality (IVR) has become a popular tool for experiential marketing to empower people experience and user's engagement. Many organizations have opted for virtual reality approach towards conveying brand experiences, promotional tools and consumer personalization through this interactive technology. IVR is known to arouse user emotional responses and engrave user behavior. The objective of this study is to conduct a preliminary study on user interaction with 3600 IVR and non-immersive virtual reality (N-IVR) for a virtual event marketing. The research is attempt to compare the user presence and immersion with different virtual reality interactivity in the context of event campaign and marketing. The 3600 IVR and non-IVR video content on real estate housing event were developed and was used as the promotional content for Company A, a local event company to market their services to potential client. A focus group session consists of 10 potential clients participated in the experimental work using 3600 IVR and non-IVR interaction (N-IVR). The immersive and non-immersive interaction were measured using Presence measurement questionnaire and Positive and Negative Affect (PANAS) questionnaire. A descriptive analysis was conducted and experience with 3600 immersive virtual content gives positive results and better experience about an event compare to the non-immersive virtual reality. The implication of this research and its future work are discussed. © 2019, World Academy of Research in Science and Engineering. All rights reserved.