Virtual Reality Experience Marketing (Nissan Sakura Case Study in Vrchat Application)
Virtual Reality Experience Marketing (Nissan Sakura Case Study in Vrchat Application)

Author(s): Marcin Gurtatowski, Doris Antczak, Natalia Gluza
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Virtual reality; Automotive market; Experience economy; Experience marketing
Summary/Abstract: The article aims to analyze the possibility of using virtual reality (VR) technology as an experience marketing tool, enabling the building of ties between the brand and the consumer, based on deep emotions, translating into an increased liking for the company and attachment to its commercial offer. The analysis was based on a literature study on social communication, marketing communication and VR, as well as a case study of the Nissan Sakura electric car brand in the VRChat application, which was launched in May 2022, simultaneously on the Japanese market and in the Metaverse. The analysis of VR technology, carried out on the example of the VR experience „NISSAN SAKURA Driving Island” in the VRChat application shows that VR meets in practice the assumptions of experience marketing and can potentially be an effective tool for shaping attitudes and behaviors influencing the purchasing decisions of consumers on the automotive market. Nevertheless, due to the innovative nature of the tool, it does not currently provide the possibility of reaching a mass audience with the marketing message. The application nature of the work is related to the indication of the conditions, benefits and limitations of the use of VR technology in activities aimed at shaping attitudes and behaviors, influencing the purchasing decisions of consumers in the automotive market. Contrary to the literature in the field of social and marketing communication and the automotive market, which is very wide, issues related to VR technology are the area of interest of only a small group of researchers. Given the growing popularity of VR technology, knowledge of the possibility of using it to shape attitudes and behaviors that influence consumer purchasing decisions in the automotive market may turn out to be valuable both for theoreticians and marketing practitioners.

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