La publicidad inmersa : perspectivas y futuro de la realidad virtual
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Publication date
2025
Defense date
20/01/2025
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Universidad Complutense de Madrid
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Abstract
La presente tesis doctoral explora las posibilidades y potencialidades de la publicidad en entornos de realidad virtual, abarcando diversas formas de realidades inmersivas. El estudio se fundamenta en una base teórica obtenida a través de revisión bibliográfica y otros tres métodos de investigación que incluyen entrevistas en profundidad semi estructuradas a expertos en el uso de estas tecnologías, grupos de discusión con profesionales publicitarios y encuestas a consumidores. El objetivo de este diseño metodológico ha sido analizar en profundidad la percepción y la efectividad de las experiencias publicitarias en realidad virtual, tanto por parte de quienes idean la publicidad como de quiénes son sus públicos objetivos. Los resultados obtenidos revelan un impacto positivo y significativo en cuanto a la relevancia de crear experiencias inmersivas con un enfoque creativo, especialmente en sectores clave como son los relacionados con el retail, la moda, la automoción, la arquitectura, la formación o el turismo...
This doctoral thesis delves into the possibilities and potential of advertising within virtualreality environments, encompassing diverse forms of immersive realities. The study is groundedin a theoretical foundation derived from a comprehensive literature review and three additionalresearch methodologies: semi-structured in-depth interviews with experts in the use of thesetechnologies, focus groups with advertising professionals, and consumer surveys. The objectiveof this methodological design has been to thoroughly analyze the perception and effectivenessof advertising experiences in virtual reality, from both the perspective of those who conceiveadvertising and those who are its target audiences. The obtained results reveal a positive andsignificant impact on the relevance of creating immersive experiences with a creative focus,especially in key sectors such as retail, fashion, automotive, architecture, training, and tourism...
This doctoral thesis delves into the possibilities and potential of advertising within virtualreality environments, encompassing diverse forms of immersive realities. The study is groundedin a theoretical foundation derived from a comprehensive literature review and three additionalresearch methodologies: semi-structured in-depth interviews with experts in the use of thesetechnologies, focus groups with advertising professionals, and consumer surveys. The objectiveof this methodological design has been to thoroughly analyze the perception and effectivenessof advertising experiences in virtual reality, from both the perspective of those who conceiveadvertising and those who are its target audiences. The obtained results reveal a positive andsignificant impact on the relevance of creating immersive experiences with a creative focus,especially in key sectors such as retail, fashion, automotive, architecture, training, and tourism...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 20-01-2025