Sanal Gerçeklik Reklam Uygulamalarının Tüketici Satın Alma Niyeti, Marka İmajı ve Reklama Yönelik Tutuma Etkisinin Araştırılması
Özet
Sanal gerçeklik teknolojisi son yıllarda pazarlama alanında önem kazanmaktadır. Bu çalışma, sanal gerçeklik teknolojisinin tüketici satın alma davranışına, marka imajına ve reklama yönelik tutuma etkisinin incelenmesi amacı ile gerçekleştirilmiş sonuçlandırıcı bir araştırmadır. Araştırma katılımcı gruplardan farklı zaman aralıklarında veri elde edilmesi amacı ile tanımlayıcı araştırma türlerinden çoklu kesit analizi çalışmalarından biri olan grup analizi kullanılmıştır. Deney modeli oluşturularak planlanan çalışmada örneklem olarak Z kuşağı mensubu, 30’ar katılımcıdan oluşan üç farklı örneklem grubu seçilmiştir. İlk grup konrtol grubu olarak değerlendirilirken diğer iki örneklem grubuna araştırmada kapsamında incelenen marka için sanal gerçeklik reklamı veya geleneksel reklam videosu izlettirilecek ve ölçümlenmek istenen değişkenlere yönelik anket soruları cevaplandırılacaktır. Araştırma süresince verilerin test edilmesinde IBM SPSS Statistics ve IBM SPSS Amos 24 paket programları kullanılmıştır. Araştırma sonuçlarına göre satın alma niyeti, marka imajı, reklam değeri ve reklama yönelik tutumun bilgilendiricilik ve rahatsız edici/aldatıcılık boyutları üzerinde sanal gerçeklik reklamlarının istatistiksel olarak anlamlı bir etkisi olmadığı sonucuna ulaşılmıştır. Diğer boyutlardan farklı olarak sanal gerçeklik teknolojisinin reklama yönelik tutumun eğlendiricilik boyutu üzerinde etkisi olduğu görülmektedir. Ayrıca bu etkinin geleneksel reklamın eğlendiricilik boyutu üzerine olan etkisinden istatistiksel olarak farklı olduğu ortaya konmuştur.
Referanslar
Adidas (2021). Formation in 360° (Youtube). https://www.youtube.com/watch?v=4bUVRov4DI8 (E.T.: 15.09.2023).
Alcañiz, M., Bigné, E., & Guixeres, J. (2019). Virtual reality in marketing: a framework, review, and research agenda. Frontiers in psychology, 10. 1530, 1-15. DOI: 10.3389/fpsyg.2019.01530
Atar, G. M., & İspir, N. B. (2019). Geleneksel ve sosyal medyada reklama yönelik tutum ve reklam değeri arasındaki ilişkinin karşılaştırılması. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (31), 305-322. DOI: 10.31123/akil.464085
Azmi, A., Ibrahim, R., Abdul Ghafar, M., & Rashidi, A. (2022). Smarter real estate marketing using virtual reality to influence potential homebuyers’ emotions and purchase intention. Smart and Sustainable Built Environment, 11(4), 870–890. DOI: 10.1108/SASBE-03-2021-0056
Balta Peltekoğlu, F. (2022). Halkla ilişkiler nedir? (11. baskı). İstanbul: Beta Yayınları.
Barnes, S. (2017). Understanding virtual reality in marketing: nature, implications and potential. SSRN Electronic Journal (Issue January). DOI: 10.2139/ssrn.2909100
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161. DOI: https://doi.org/10.1016/0167-8116(95)00038-0
Bayarri, S., Fernandez, M., & Perez, M. (1996). Virtual reality for driving simulation. Communications of the ACM, 39(5), 72–76. DOI: 10.1145/229459.229468
Boroumand, M. R., Pourkiani, M., & Afrouzeh, A. (2021). Creating telepresence and flow experience through virtual reality (VR) technology and their impact on brand attitude and purchase intentions of sport products customers. Sport Management and Development, 10(2), 182-197. DOI: 10.22124/jsmd.2021.5053
Chang, H. H., & Chiang, C. C. (2022). Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective. Journal of Hospitality and Tourism Technology, 13(3), 427–440. DOI: 10.1108/JHTT-03-2021-0076
Charlotte Tilbury Beauty (2016, 18 Ağustos). 360° Film: Kate Moss scent of a dream (Youtube). https://www.youtube.com/watch?v=jAMwzXbFuok, (E.T.: 15.09.2023)
Chernikova, A., & Branco, M. (2019). Product placement in computer/video games: An analysis of the impact on customers purchasing decision. Innovative Marketing, 15(3), 60–70. DOI: 10.21511/im.15(3).2019.05
Cohen, L., Manion, L. & Morrison, K. (2011). Research methods in education. New York: Routledge.
Dağ, K., & Durmaz, Y. (2020). Marka özgünlüğünün marka imajı ve marka tercihindeki ilişkisinde marka güveninin aracılık rolü. OPUS Uluslararası Toplum Araştırmaları Dergisi, 16(32), 4840–4874. DOI: 10.26466/opus.741062
Demodern–Creative Technologies, (2017, 31 Temmuz). IKEA-Virtual reality showroom (Youtube). https://www.youtube.com/watch?v=Zd7ZWgVqslo, (E.T.: 15.09.2023).
Deniz, K. Z. (2020) Herkes için İstatistikolay. Ankara: Nobel Akademik Yayıncılık.
Dergipark. (2024). Dergipark Akademik. https://dergipark.org.tr (E.T.:18.02.2025).
Dobrowolski, P., Pochwatko, G., Skorko, M., et al. (2014). The effects of virtual experience on attitudes toward real brands. Cyberpsychology, Behavior, and Social Networking, 17(2), 125-128. DOI: 10.1089/cyber.2012.0613
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Doll, W. J., Xia, W. & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 453-461. DOI: doi.org/10.2307/249524
Ducoffe, R. H. (1989). Evaluating the utility of advertising: Theory and measurement (Doktora tezi). Michigan State University
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of current issues ve research in advertising, 17(1), 1-18. DOI: 10.1080/10641734.1995.10505022
Gegez, A. E. (2010). Pazarlama araştırmaları (3. baskı). İstanbul: Beta.
George, D., & Mallery, P. (2012). IBM SPSS Statistics 19 step by step: A simple guide and reference (18. baskı). Routledge.
Gobbetti, E., & Scateni, R. (1998). Virtual reality: past, present, and future. Virtual Environments in Clinical Psychology and Neuroscience: Methods and Techniques in Advanced Patient-Therapist Interaction., 1–31. DOI: 10.3233/978-1-60750-902-8-3
Gökşin, E. (2021). Dijital pazarlama temelleri. İstanbul: Abaküs Kitap Yayın Eğitim.
Griffin, T., Guttentag, D., Lee, S. H. (Mark), et al.(2023). Is VR always better for destination marketing? Comparing different media and styles. Journal of Vacation Marketing, 29(1), 119-140. DOI: 10.1177/13567667221078252
Gucci, (2022, 27 Mayıs). Welcome to Gucci town (Youtube). https://www.youtube.com/watch?v=ezJFu15N3w0vet=13s (E.T.: 15.09.2023).
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651. DOI: 10.1016/j.tourman.2009.07.003
Güth, W., Schmittberger, R., ve Schwarze, B. (1982). An experimental analysis of ultimatum bargaining. Journal of Economic Behavior ve Organization, 3(4), 367-388. DOI: 10.1016/0167-2681(82)90011-7
Huang, S., & Zheng, H. (2023). Brand experience and brand image building based on virtual reality technology. Computer-Aided Design and Applications, 20, 49–60. DOI: 10.14733/cadaps.2023.s13.49-60
Jung, T., Claudia, M., Lee, H., et al. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. Information and Communication Technologies in Tourism, 621–635. DOI: 10.1007/978-3-319-28231-2-45
Kahraman, H., & Eskalen, Ş. (2021). Ürün yerleştirme uygulamalarına yönelik tüketici tutumlarının marka imajı algısına etkisi. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 20(40), 238-259. DOI: 10.46928/iticusbe.768441
Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70–85. DOI: 10.1016/j.intmar.2019.07.002
Keller, K. L. (1993). Conceptualizing, measuring, managing. Journal of Marketing, 57, 1–22. DOI: 10.1177/002224299305700101
Kotler, P. (2019). A'dan Z'ye pazarlama (A. Kalem Bakkal, Çev.). İstanbul: Kapital Medya Hizmetleri.
Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Pazarlama ilkeleri (E. Gegez, Çev.). Beta Basım Yayım Dağıtım AŞ.
Leung, X. Y., Lyu, J., & Bai, B. (2020). A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management, 88, 102391. 1-10. DOI: 10.1016/j.ijhm.2019.102391
Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43-57. DOI: 10.1080/00913367.2002.10673675
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological Processes and Advertising Effects, 45-64.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. DOI: 10.1177/00222429890530020
Martínez-Navarro, J., Bigné, E., Guixeres, J., Alcañiz, M., & Torrecilla, C. (2019). The influence of virtual reality in e-commerce. Journal of Business Research, 100, 475–482. DOI: 10.1016/j.jbusres.2018.10.054
Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 1–6. DOI: 10.2501/jar-40-3-67-72
Milgram, S. (1963). Behavioral study of obedience. The Journal of Abnormal and Social Psychology, 67(4), 371-378. DOI: 10.1037/h0040525
Moradi, H., & Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference—the moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
Moroney, W. F., & Moroney, B. W. (1991). Utilizing a microcomputer-based flight simulation in teaching human factors in aviation. Proceedings of the Human Factors Society, 1, 523–527. DOI: 10.1518/107118191786754806
Mutual Mobile (2018, Eylül 18). Walmart VR shopping experience (Youtube). https://www.youtube.com/watch?v=mPzF3zNRZaw, (E.T.: 15.09.2023).
Odabaşı, Y., & Barış, G. (2018). Tüketici davranışı. İstanbul: Kapital Medya Hizmetleri
OREO Cookie, (2016, 19 Şubat). Discover the 360° world that inspired filled cupcake flavored Oreo cookies (Youtube). https://www.youtube.com/watch?v=ENau7AkayN8, (E.T.: 15.09.2023).
Öztürk, G, Dayanç Kıyat G.B., ve Yılmaz Altuntaş E. (2024). Halkla ilişkiler ve reklam perspektifinden yaratıcılığın geleceği. Turkish Review of Communication Studies. Special Issue, e148-171. ISSN: 2630-6220. DOI: 10.17829/turcom.1360999
Park, H., & Kim, S. (2023). Do augmented and virtual reality technologies increase consumers’ purchase intentions? the role of cognitive elaboration and shopping goals. Clothing and Textiles Research Journal, 41(2), 91–106. DOI: 10.1177/0887302X21994287
Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91. DOI: 10.1080/00913367.1994.10673443
Real Creative Group (2021, Nisan 6). How to sell real estate using virtual realty (Youtube). https://www.youtube.com/watch?v=XYZoyFX_6Ls, (E.T.: 15.09.2023).
Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50–60. DOI: 10.1016/j.jbusres.2008.01.006
SuperData Research. (April 27, 2020). Consumer virtual reality (VR) hardware and software market revenue worldwide from 2016 to 2023. In Statista., https://www.statista.com/statistics/528779/virtual-reality-market-size-worldwide/ (E.T.: 12.09.2023)
Trenker, J. (2023). Metaverse – Market Data Analysis & Forecast. https://www.statista.com/study/132822/metaverse-market-report/ (E.T.: 16.09.2023).
The New York (NYT) ve Google (2016, 17 Şubat). Seeking Pluto’s frigid heart (Youtube). https://www.youtube.com/watch?v=jIxQXGTl_mo, (E.T.: 15.09.2023).
TIZEN Indonesia, (2018, Temmuz 20). Samsung X NASA: A Moon For all mankind 4D experience (Gear VR & Galaxy S9+) (Youtube). https://www.youtube.com/watch?v=h5hywthstSkvet=49s, (E.T.: 15.09.2023).
Van Berlo, Z. M. C., Van Reijmersdal, E. A., Smit, E. G., & Van der Laan, L. N. (2021). Brands in virtual reality games: Affective processes within computer-mediated consumer experiences. Journal of Business Research, 122, 458–465. DOI: 10.1016/j.jbusres.2020.09.006
Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017). Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall. Computers in Human Behavior, 77, 437-450. DOI: 10.1016/j.chb.2017.07.019
Volvo Cars Westport (2014, 17 Aralık). Volvo XC90 test drive (Youtube). https://www.youtube.com/watch?v=HEkGRUkqjTA, (E.T.: 15.09.2023).
Wang, Y. K., & Datta, P. (2010). The mediating role of virtual experience in online purchase intentions. Information Resources Management Journal, 23(4), 57–74. DOI: 10.4018/irmj.2010100104
Wang, Y., & Chen, H. (2019). The influence of dialogic engagement and prominence on visual product placement in virtual reality videos. Journal of Business Research, 100, 493–502. DOI: 10.1016/j.jbusres.2019.01.018
We Are Social & Meltwater (2023), “Digital 2023 Global Overview Report,” https://datareportal.com/global-digital-overview (E.T.: 12.09.2023)
White, K., Lin, L., Dahl, D. W., et al. (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110-123. DOI: 10.1509/jmr.12.0388
Yung, R., & Khoo-Lattimore, C. (2019). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056–2081. DOI: 10.1080/13683500.2017.1417359
Zajtchuk, R., & Satava, R. M. (1997). Medical applications of virtual reality. Communications of the ACM, 40(9), 63–64. DOI: 10.1145/260750.260768
Zimbardo, P. G., Haney, C., Banks, W. C., et al, D. (1972). The psychology of imprisonment: Privation, power and pathology. Stanford University.
Zúñiga, M. A. (2016). African American Consumers' Evaluations of Ethnically Primed Advertisements. Journal of Advertising, 45(1), 94-101. DOI: 10.1080/00913367.2015.1083919
Referanslar
Adidas (2021). Formation in 360° (Youtube). https://www.youtube.com/watch?v=4bUVRov4DI8 (E.T.: 15.09.2023).
Alcañiz, M., Bigné, E., & Guixeres, J. (2019). Virtual reality in marketing: a framework, review, and research agenda. Frontiers in psychology, 10. 1530, 1-15. DOI: 10.3389/fpsyg.2019.01530
Atar, G. M., & İspir, N. B. (2019). Geleneksel ve sosyal medyada reklama yönelik tutum ve reklam değeri arasındaki ilişkinin karşılaştırılması. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (31), 305-322. DOI: 10.31123/akil.464085
Azmi, A., Ibrahim, R., Abdul Ghafar, M., & Rashidi, A. (2022). Smarter real estate marketing using virtual reality to influence potential homebuyers’ emotions and purchase intention. Smart and Sustainable Built Environment, 11(4), 870–890. DOI: 10.1108/SASBE-03-2021-0056
Balta Peltekoğlu, F. (2022). Halkla ilişkiler nedir? (11. baskı). İstanbul: Beta Yayınları.
Barnes, S. (2017). Understanding virtual reality in marketing: nature, implications and potential. SSRN Electronic Journal (Issue January). DOI: 10.2139/ssrn.2909100
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161. DOI: https://doi.org/10.1016/0167-8116(95)00038-0
Bayarri, S., Fernandez, M., & Perez, M. (1996). Virtual reality for driving simulation. Communications of the ACM, 39(5), 72–76. DOI: 10.1145/229459.229468
Boroumand, M. R., Pourkiani, M., & Afrouzeh, A. (2021). Creating telepresence and flow experience through virtual reality (VR) technology and their impact on brand attitude and purchase intentions of sport products customers. Sport Management and Development, 10(2), 182-197. DOI: 10.22124/jsmd.2021.5053
Chang, H. H., & Chiang, C. C. (2022). Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective. Journal of Hospitality and Tourism Technology, 13(3), 427–440. DOI: 10.1108/JHTT-03-2021-0076
Charlotte Tilbury Beauty (2016, 18 Ağustos). 360° Film: Kate Moss scent of a dream (Youtube). https://www.youtube.com/watch?v=jAMwzXbFuok, (E.T.: 15.09.2023)
Chernikova, A., & Branco, M. (2019). Product placement in computer/video games: An analysis of the impact on customers purchasing decision. Innovative Marketing, 15(3), 60–70. DOI: 10.21511/im.15(3).2019.05
Cohen, L., Manion, L. & Morrison, K. (2011). Research methods in education. New York: Routledge.
Dağ, K., & Durmaz, Y. (2020). Marka özgünlüğünün marka imajı ve marka tercihindeki ilişkisinde marka güveninin aracılık rolü. OPUS Uluslararası Toplum Araştırmaları Dergisi, 16(32), 4840–4874. DOI: 10.26466/opus.741062
Demodern–Creative Technologies, (2017, 31 Temmuz). IKEA-Virtual reality showroom (Youtube). https://www.youtube.com/watch?v=Zd7ZWgVqslo, (E.T.: 15.09.2023).
Deniz, K. Z. (2020) Herkes için İstatistikolay. Ankara: Nobel Akademik Yayıncılık.
Dergipark. (2024). Dergipark Akademik. https://dergipark.org.tr (E.T.:18.02.2025).
Dobrowolski, P., Pochwatko, G., Skorko, M., et al. (2014). The effects of virtual experience on attitudes toward real brands. Cyberpsychology, Behavior, and Social Networking, 17(2), 125-128. DOI: 10.1089/cyber.2012.0613
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Doll, W. J., Xia, W. & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 453-461. DOI: doi.org/10.2307/249524
Ducoffe, R. H. (1989). Evaluating the utility of advertising: Theory and measurement (Doktora tezi). Michigan State University
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of current issues ve research in advertising, 17(1), 1-18. DOI: 10.1080/10641734.1995.10505022
Gegez, A. E. (2010). Pazarlama araştırmaları (3. baskı). İstanbul: Beta.
George, D., & Mallery, P. (2012). IBM SPSS Statistics 19 step by step: A simple guide and reference (18. baskı). Routledge.
Gobbetti, E., & Scateni, R. (1998). Virtual reality: past, present, and future. Virtual Environments in Clinical Psychology and Neuroscience: Methods and Techniques in Advanced Patient-Therapist Interaction., 1–31. DOI: 10.3233/978-1-60750-902-8-3
Gökşin, E. (2021). Dijital pazarlama temelleri. İstanbul: Abaküs Kitap Yayın Eğitim.
Griffin, T., Guttentag, D., Lee, S. H. (Mark), et al.(2023). Is VR always better for destination marketing? Comparing different media and styles. Journal of Vacation Marketing, 29(1), 119-140. DOI: 10.1177/13567667221078252
Gucci, (2022, 27 Mayıs). Welcome to Gucci town (Youtube). https://www.youtube.com/watch?v=ezJFu15N3w0vet=13s (E.T.: 15.09.2023).
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651. DOI: 10.1016/j.tourman.2009.07.003
Güth, W., Schmittberger, R., ve Schwarze, B. (1982). An experimental analysis of ultimatum bargaining. Journal of Economic Behavior ve Organization, 3(4), 367-388. DOI: 10.1016/0167-2681(82)90011-7
Huang, S., & Zheng, H. (2023). Brand experience and brand image building based on virtual reality technology. Computer-Aided Design and Applications, 20, 49–60. DOI: 10.14733/cadaps.2023.s13.49-60
Jung, T., Claudia, M., Lee, H., et al. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. Information and Communication Technologies in Tourism, 621–635. DOI: 10.1007/978-3-319-28231-2-45
Kahraman, H., & Eskalen, Ş. (2021). Ürün yerleştirme uygulamalarına yönelik tüketici tutumlarının marka imajı algısına etkisi. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 20(40), 238-259. DOI: 10.46928/iticusbe.768441
Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70–85. DOI: 10.1016/j.intmar.2019.07.002
Keller, K. L. (1993). Conceptualizing, measuring, managing. Journal of Marketing, 57, 1–22. DOI: 10.1177/002224299305700101
Kotler, P. (2019). A'dan Z'ye pazarlama (A. Kalem Bakkal, Çev.). İstanbul: Kapital Medya Hizmetleri.
Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Pazarlama ilkeleri (E. Gegez, Çev.). Beta Basım Yayım Dağıtım AŞ.
Leung, X. Y., Lyu, J., & Bai, B. (2020). A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management, 88, 102391. 1-10. DOI: 10.1016/j.ijhm.2019.102391
Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43-57. DOI: 10.1080/00913367.2002.10673675
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological Processes and Advertising Effects, 45-64.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. DOI: 10.1177/00222429890530020
Martínez-Navarro, J., Bigné, E., Guixeres, J., Alcañiz, M., & Torrecilla, C. (2019). The influence of virtual reality in e-commerce. Journal of Business Research, 100, 475–482. DOI: 10.1016/j.jbusres.2018.10.054
Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 1–6. DOI: 10.2501/jar-40-3-67-72
Milgram, S. (1963). Behavioral study of obedience. The Journal of Abnormal and Social Psychology, 67(4), 371-378. DOI: 10.1037/h0040525
Moradi, H., & Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference—the moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
Moroney, W. F., & Moroney, B. W. (1991). Utilizing a microcomputer-based flight simulation in teaching human factors in aviation. Proceedings of the Human Factors Society, 1, 523–527. DOI: 10.1518/107118191786754806
Mutual Mobile (2018, Eylül 18). Walmart VR shopping experience (Youtube). https://www.youtube.com/watch?v=mPzF3zNRZaw, (E.T.: 15.09.2023).
Odabaşı, Y., & Barış, G. (2018). Tüketici davranışı. İstanbul: Kapital Medya Hizmetleri
OREO Cookie, (2016, 19 Şubat). Discover the 360° world that inspired filled cupcake flavored Oreo cookies (Youtube). https://www.youtube.com/watch?v=ENau7AkayN8, (E.T.: 15.09.2023).
Öztürk, G, Dayanç Kıyat G.B., ve Yılmaz Altuntaş E. (2024). Halkla ilişkiler ve reklam perspektifinden yaratıcılığın geleceği. Turkish Review of Communication Studies. Special Issue, e148-171. ISSN: 2630-6220. DOI: 10.17829/turcom.1360999
Park, H., & Kim, S. (2023). Do augmented and virtual reality technologies increase consumers’ purchase intentions? the role of cognitive elaboration and shopping goals. Clothing and Textiles Research Journal, 41(2), 91–106. DOI: 10.1177/0887302X21994287
Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91. DOI: 10.1080/00913367.1994.10673443
Real Creative Group (2021, Nisan 6). How to sell real estate using virtual realty (Youtube). https://www.youtube.com/watch?v=XYZoyFX_6Ls, (E.T.: 15.09.2023).
Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50–60. DOI: 10.1016/j.jbusres.2008.01.006
SuperData Research. (April 27, 2020). Consumer virtual reality (VR) hardware and software market revenue worldwide from 2016 to 2023. In Statista., https://www.statista.com/statistics/528779/virtual-reality-market-size-worldwide/ (E.T.: 12.09.2023)
Trenker, J. (2023). Metaverse – Market Data Analysis & Forecast. https://www.statista.com/study/132822/metaverse-market-report/ (E.T.: 16.09.2023).
The New York (NYT) ve Google (2016, 17 Şubat). Seeking Pluto’s frigid heart (Youtube). https://www.youtube.com/watch?v=jIxQXGTl_mo, (E.T.: 15.09.2023).
TIZEN Indonesia, (2018, Temmuz 20). Samsung X NASA: A Moon For all mankind 4D experience (Gear VR & Galaxy S9+) (Youtube). https://www.youtube.com/watch?v=h5hywthstSkvet=49s, (E.T.: 15.09.2023).
Van Berlo, Z. M. C., Van Reijmersdal, E. A., Smit, E. G., & Van der Laan, L. N. (2021). Brands in virtual reality games: Affective processes within computer-mediated consumer experiences. Journal of Business Research, 122, 458–465. DOI: 10.1016/j.jbusres.2020.09.006
Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017). Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall. Computers in Human Behavior, 77, 437-450. DOI: 10.1016/j.chb.2017.07.019
Volvo Cars Westport (2014, 17 Aralık). Volvo XC90 test drive (Youtube). https://www.youtube.com/watch?v=HEkGRUkqjTA, (E.T.: 15.09.2023).
Wang, Y. K., & Datta, P. (2010). The mediating role of virtual experience in online purchase intentions. Information Resources Management Journal, 23(4), 57–74. DOI: 10.4018/irmj.2010100104
Wang, Y., & Chen, H. (2019). The influence of dialogic engagement and prominence on visual product placement in virtual reality videos. Journal of Business Research, 100, 493–502. DOI: 10.1016/j.jbusres.2019.01.018
We Are Social & Meltwater (2023), “Digital 2023 Global Overview Report,” https://datareportal.com/global-digital-overview (E.T.: 12.09.2023)
White, K., Lin, L., Dahl, D. W., et al. (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110-123. DOI: 10.1509/jmr.12.0388
Yung, R., & Khoo-Lattimore, C. (2019). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056–2081. DOI: 10.1080/13683500.2017.1417359
Zajtchuk, R., & Satava, R. M. (1997). Medical applications of virtual reality. Communications of the ACM, 40(9), 63–64. DOI: 10.1145/260750.260768
Zimbardo, P. G., Haney, C., Banks, W. C., et al, D. (1972). The psychology of imprisonment: Privation, power and pathology. Stanford University.
Zúñiga, M. A. (2016). African American Consumers' Evaluations of Ethnically Primed Advertisements. Journal of Advertising, 45(1), 94-101. DOI: 10.1080/00913367.2015.1083919
