How do different VR communication channels affect environmental literacy and purchase intention for sustainable goods?”
| dc.contributor.advisor | Wetzels, R. | |
| dc.contributor.author | Gündogan, Betül | |
| dc.date.issued | 2023-07-06 | |
| dc.description.abstract | Cause-Marketing gives businesses the opportunity to present their sustainability efforts to their customers in a sincere manner. However, amid rising competition, it becomes increasingly difficult for businesses to differentiate themselves. Head-mounted displays offer a new immersive viewing experience for consumers. This study analyzes the potential chance of VR communication channels, especially HMD, to enhance environmental literacy and purchase intention. The research utilizes a one-factor, between-subject design. A total of 66 participants were divided into a test group and a control group based on the communication channel they experienced. The test group utilized an HMD (Oculus Go) while the control group utilized a mobile device (iPhone X), to watch a 360-degree video of a cause-marketing campaign. Businesses can enhance consumer engagement by creating immersive experiences using HMDs in their social campaigns. Incorporating VR communication channels in their cause-marketing efforts can help those campaigns to stand out and be effective. This study examines the effectiveness of VR communication channels on cause-marketing campaigns and gives insights on the impact these communication channels have on environmental literacy and purchase intention | |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/16110 | |
| dc.language.iso | en | |
| dc.thesis.faculty | Faculteit der Managementwetenschappen | |
| dc.thesis.specialisation | specialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing | |
| dc.thesis.studyprogramme | studyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration | |
| dc.thesis.type | Master | |
| dc.title | How do different VR communication channels affect environmental literacy and purchase intention for sustainable goods?” |
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