The use of virtual reality technologies in experiential marketing

Experiential marketing has become one of the best ways to differentiate products and services of a company in today's competitive environment. Businesses have started to use digital and virtual instruments in their marketing communications with their customers, along with developments in information and communication technologies. Thus, determining implementation strategies of the experiential marketing methods on the virtual environment has gained importance. The aim of this study is to investigate how virtual reality technologies can be used in experiential marketing. During the research process, in the survey participants tried a VR simulation with virtual reality glasses, and they were asked to walk in the model. The participants were observed during the experiences and then in-depth interviews were conducted based on "Virtual Experienced Marketing Dimensions". It has been shown that VR technologies, by revealing sensory, interactivity, pleasure, flow and information experiences, enable consumers to have a consumption experience displays direct experience characteristics without actually interacting physically with the product.