Consumers attitudes towards Virtual Reality Marketing in Sweden : Does Personalized Virtual Reality Marketing intrude on consumers integrity?

Abstract: Title: Consumers attitudes towards Virtual Reality Marketing in Sweden: Does Personalized Virtual Reality Marketing intrude on consumers integrity?  Date: 2017-05-19 Level: Bachelor Thesis in Marketing Author: Sanne Norgren and Felicia Lindqvist Supervisor: Thomas Helgesson Examiner: Christine Tidåsen Problem formulation: Despite the fact that VR is the new way of marketing, very rarely virtual worlds have been understood by marketers. VR marketing is a relatively unexplored area and the research within the area is limited. There are a lot of researches and case studies about VR in gaming and health-related industries, but there is a lack of research made about consumers attitude towards VR marketing. Purpose: The purpose of this dissertation is to research what consumers attitudes are towards VR marketing in Sweden and if consumers thinks that Personalized VR marketing intrudes on their privacy. This dissertation will lead to the creation of a model explaining which factors are important for the consumers when it comes to VR marketing. Theoretical framework: The theoretical framework includes different theories such as attitude theories, integrity theories, Personalized marketing theories, the technology behind VR and attitudes towards new technology. This chapter reviews the previous studies and theories relevant to the area of research. Method: We have chosen to make a quantitative study and collect primary data through surveys conducted in Sweden. The data collection consists of 390 respondents and is presented in the empirical framework. Secondary data is also collected to give the primary data support. Empirical framework: This chapter consists of one survey conducted in Sweden and the focus of this chapter is to describe the empirical data collected. The focus of the survey is to test the theories and get a good understanding of consumers attitudes towards VR marketing in Sweden. Conclusion: The principal finding from this dissertation is that the majority of the respondents tends to have positive attitudes towards VR marketing and are more willing to buy a product or service if they have experience it in a Virtual Reality environment. A marketer needs to create Personalized marketing that is true to what the consumers are willing to share and not create marketing that is based on economic preferences and relationship status, as these factors are sensitive to the consumers. Keywords: Virtual Reality, Attitudes, New Technology, Personalized Marketing and Integrity.