Advertising communication in the new media age: A study for measuring the effect of the vr technology on attitude toward advertising and intention to purchase

Virtual reality concept which is one of the important innovations of today's communication concept with new media technologies, it has meanings beyond traditional mass communication dynamics. New generation users who avoid advertising and resist to mass advertising are important. VR language, which is important for reaching consumers, is evaluated on the basis of advertising in this study. VR, which includes the advantage of de- massification and refers to the personal focus of new media, can influence advertising communication with its innovative structure. In this context, the aim of the research is to investigate the effect of VR device type and VR content formats on the attitude towards advertising (Aad) and purchase intention (Pi). The research was designed on the basis of mixed method design in order to question the perceptions of VR advertising with the technological interest levels of the younger generation. After the analysis of quantitative and qualitative data, the research results show that young people have positive attitudes towards to VR advertising. In addition, the research reveals that the device type has an effect on attitudes towards VR advertising. And the research shows that the type of VR format may vary by product/service. On the other hand, a higher level of approval for VR advertising was found in female participants compared to male participants in terms of Aad and Pi. There was no difference between the groups in terms of Aad and purchase intention, and the relevant quantitative data were supported by qualitative data. In this respect, the focus group interviews conducted in three separate sessions were evaluated within the framework of six main themes which were expressed as "fomat", "device type", "experience value", "mass advertising", "VR advertising" and "group interaction".