Virtual reality and augmented reality in project marketing.

Abstract

This thesis explores the application of Virtual Reality (VR) and Augmented Reality (AR) in project marketing, emphasizing their transformative potential beyond gaming and entertainment. VR, in particular, enables brands to create immersive and interactive experiences that engage consumers in innovative ways. By offering virtual spaces where consumers can interact with products, VR enhances their understanding of product features, leading to more informed purchasing decisions. The study examines the benefits of VR in marketing, such as improved consumer engagement and decision-making, while also addressing challenges and future opportunities. Overall, the research highlights how VR and AR are reshaping marketing strategies by altering consumer behavior and enhancing the efficiency of the purchase process.