Document Type
Article
Publication Date
10-12-2021
Journal / Book Title
Frontiers in Sports and Active Living
Abstract
With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disrupt traditional media as a $7.7 billion USD industry, that is expected to reach $57.55 billion by 2027. As such, marketing researchers must continue to evolve and understand the interdisciplinary VR research evolution as many VR users are likely to view IGA as intrusive. IGA and VR are not new constructs, but IGA within VR is unique as VR consumers have not yet experienced VR IGA intrusion. This article utilizes a sport marketing focus to provide an industry specific set of examples for the reader, however this article can be applied to broader fields including communications and interactive marketing. The main contributions of this article are 2-fold. First the development of a VR In-Game Advertising Congruity Framework is developed through a review of the literature and application to VR IGA in the topical areas of congruity of the IGA, interactivity of the IGA, intrusiveness of the IGA, realism of the experience, telepresence, brand awareness, and attitude toward the IGA. Secondly, a proper VR context definition of telepresence is provided through review of the literature that takes into account the interaction of a VR participant. This article aims to aid marketers in making informed IGA development decisions through strategic choice, via a centralized VR IGA congruity framework, that not only enhances brand awareness, but leaves participants with a favorable attitude toward the IGA to increase sales activation.
DOI
10.3389/fspor.2021.728749
MSU Digital Commons Citation
Lupinek, Joshua M.; Yoo, Jinhee; Ohu, Eugene A.; and Bownlee, Eric, "Congruity of Virtual Reality In-Game Advertising" (2021). Department of Hospitality and Tourism Faculty Scholarship and Creative Works. 28.
https://digitalcommons.montclair.edu/hospitality-tourism-facpubs/28
Rights
This is an open access article distributed under the terms of the Creative Commons Attribution License (CC BY).
Published Citation
Lupinek JM, Yoo J, Ohu EA and Bownlee E (2021) Congruity of Virtual Reality In-Game Advertising. Front. Sports Act. Living 3:728749. doi: 10.3389/fspor.2021.728749