The role of virtual reality and artificial intelligence in marketing relationship communications

Bibliographic Details
Main Author: Ferreira, M. M.
Publication Date: 2020
Other Authors: Loureiro, S. M. C., Pereira, H.
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10071/22771
Summary: Virtual Reality (VR) and Artificial Intelligence (AI) have benefited from a constant presence in the front stage of the top technological breakthroughs due to their potential contribution in the Marketing field. This growing interest to understand the potential of VR and AI and as a new way to attract customers and enrich their experiences led to this study. Using the Integrated Marketing Communications concept, the final goal is to discuss the extent to which experiences using Virtual Reality and Artificial Intelligence may impact a customer experience in three different points of the customer journey: pre-purchase (brand associations), purchase (intention) and post- purchase stage (brand loyalty).
id RCAP_5e2d4beecdc95a70d3a0a7100f60213a
oai_identifier_str oai:repositorio.iscte-iul.pt:10071/22771
network_acronym_str RCAP
network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository_id_str https://opendoar.ac.uk/repository/7160
spelling The role of virtual reality and artificial intelligence in marketing relationship communicationsVirtual realityArtificial intelligenceCustomer experienceIntegrated marketing communicationsVirtual Reality (VR) and Artificial Intelligence (AI) have benefited from a constant presence in the front stage of the top technological breakthroughs due to their potential contribution in the Marketing field. This growing interest to understand the potential of VR and AI and as a new way to attract customers and enrich their experiences led to this study. Using the Integrated Marketing Communications concept, the final goal is to discuss the extent to which experiences using Virtual Reality and Artificial Intelligence may impact a customer experience in three different points of the customer journey: pre-purchase (brand associations), purchase (intention) and post- purchase stage (brand loyalty).Global Alliance of Marketing and Management Associations2021-06-18T14:55:28Z2020-01-01T00:00:00Z20202021-06-18T15:54:16Zconference objectinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10071/22771eng1976-869910.15444/GMC2020.07.06.02Ferreira, M. M.Loureiro, S. M. C.Pereira, H.info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-07-07T02:57:40Zoai:repositorio.iscte-iul.pt:10071/22771Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T18:11:54.198679Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The role of virtual reality and artificial intelligence in marketing relationship communications
title The role of virtual reality and artificial intelligence in marketing relationship communications
spellingShingle The role of virtual reality and artificial intelligence in marketing relationship communications
Ferreira, M. M.
Virtual reality
Artificial intelligence
Customer experience
Integrated marketing communications
title_short The role of virtual reality and artificial intelligence in marketing relationship communications
title_full The role of virtual reality and artificial intelligence in marketing relationship communications
title_fullStr The role of virtual reality and artificial intelligence in marketing relationship communications
title_full_unstemmed The role of virtual reality and artificial intelligence in marketing relationship communications
title_sort The role of virtual reality and artificial intelligence in marketing relationship communications
author Ferreira, M. M.
author_facet Ferreira, M. M.
Loureiro, S. M. C.
Pereira, H.
author_role author
author2 Loureiro, S. M. C.
Pereira, H.
author2_role author
author
dc.contributor.author.fl_str_mv Ferreira, M. M.
Loureiro, S. M. C.
Pereira, H.
dc.subject.por.fl_str_mv Virtual reality
Artificial intelligence
Customer experience
Integrated marketing communications
topic Virtual reality
Artificial intelligence
Customer experience
Integrated marketing communications
description Virtual Reality (VR) and Artificial Intelligence (AI) have benefited from a constant presence in the front stage of the top technological breakthroughs due to their potential contribution in the Marketing field. This growing interest to understand the potential of VR and AI and as a new way to attract customers and enrich their experiences led to this study. Using the Integrated Marketing Communications concept, the final goal is to discuss the extent to which experiences using Virtual Reality and Artificial Intelligence may impact a customer experience in three different points of the customer journey: pre-purchase (brand associations), purchase (intention) and post- purchase stage (brand loyalty).
publishDate 2020
dc.date.none.fl_str_mv 2020-01-01T00:00:00Z
2020
2021-06-18T14:55:28Z
2021-06-18T15:54:16Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/22771
url http://hdl.handle.net/10071/22771
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1976-8699
10.15444/GMC2020.07.06.02
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Global Alliance of Marketing and Management Associations
publisher.none.fl_str_mv Global Alliance of Marketing and Management Associations
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833597251618865152

Similar Items