| Abstract: |
The increasing integration of immersive technologies into marketing
communication has transformed the way brands interact with consumers, making
VR an emerging strategy for enhancing customer engagement, emotional
connection, and brand recall. This study examined the influence of virtual reality
(VR) advertising on consumer engagement and brand experience among residents
of Abakaliki Urban, Ebonyi State, Nigeria. The study adopted a descriptive survey
research design, while purposive sampling technique was used to select 400
respondents from selected streets within Abakaliki Urban. A structured
questionnaire served as the instrument for data collection, while data analysis was
carried out using descriptive statistics and frequency tables. Findings revealed that
the majority of respondents had experienced VR advertising and considered it
highly engaging and immersive. The study further established that VR advertising
positively influenced consumers' perception of brands, enhanced memorability
when compared with traditional advertising, and significantly shaped consumer
attitudes toward brands. The study concludes that VR advertising possesses strong
potential for improving consumer engagement and strengthening brand experience
in contemporary digital marketing environments. It also established that the
effectiveness of VR advertising is largely influenced by perceived usefulness, ease
of use, and consumers' emotional involvement with immersive content. The study
recommends that advertisers and marketing practitioners should strategically
integrate VR into advertising campaigns while considering consumer
characteristics, accessibility, and technological advancements to maximize
audience engagement and brand loyalty.
|
