Published Paper Details:

The swift evolution of Virtual Reality (VR) technology has created significant opportunities across various industries, particularly in marketing and advertising. This research investigates the application of VR in advertising to understand how immersive experiences can improve consumer engagement, foster emotional connections, and increase purchase intentions. It assesses both the advantages and challenges of VR advertisements from the viewpoint of consumers.The study identifies key factors that affect customer adoption, including perceived interactivity, personalization, and the realism of the experience. It also addresses concerns such as high development costs, limited availability of VR devices, and potential health risks. Data was gathered through a structured questionnaire distributed via Google Forms and analyzed using percentage analysis and Likert scale techniques. The research is bolstered by a thorough literature review that examines the strategic use of VR in marketing and its effects on consumer behavior. Ultimately, the findings enhance the understanding of how VR can be effectively incorporated into advertising strategies, providing valuable insights for marketers, developers, and businesses aiming to gain a competitive advantage in the digital landscape.