The impact of customer experiences in virtual environment on purchasing behavior in brand communications process

Today, when traditional marketing methods have become ineffective and the ever-increasing demands of the consumers became different, marketing has gained a different angle since traditional marketing elements became insufficient to influence the postmodern consumers. In this context, the values and experiences provided to consumers far beyond the products and services constituted the subject of the study. As the consumers are focused on 'experience', the importance of experiential marketing which aims at leaving a mark first on the hearts and then on the minds of consumers is increased. In conjunction with the digitalization of the world and the increased importance of experiential marketing in recent years, all brands began communicating through experiential marketing and virtual reality technologies stepped in at this point. In the study on the impact of experiential marketing on purchasing decision processes and the virtual reality approach, "the impact of experiences provided to customers in a virtual environment on purchasing behaviors during brand communication process" was investigated. The research was tested with descriptive research model and the questionnaire method used as the primary data and information collection method in market studies in accordance with the descriptive research method was preferred and statistical analyses were performed by making reliability and validity analysis, internal consistency analysis, hypothesis testing, chi-square tests, ANAVO and factor analysis.