master's thesis
APPLICATION OF VIRTUAL REALITY IN MARKETING

Bojan Bobić (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitlePrimjena virtualne stvarnosti u marketingu
AuthorBojan Bobić
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
Diplomski se rad sastoji od pet dijelova: uvoda, metodologije rada, rezultata istraživanja, rasprave i zaključka. U uvodnom se dijelu čitateljima ukratko pojašnjava pojam virtualne stvarnosti kao i trenutno te očekivano stanje iste, postavljaju se svojevrsni temelji na kojima će diplomski rad biti pisan, a čitatelje se također upućuje u perspektivu virtualne stvarnosti. Metodologija rada predstavlja predmet istraživanja i načine putem kojih se došlo do istraživanja. Predmet istraživanja je primjena virtualne stvarnosti u marketingu, dok je metoda istraživanja obrađivanje niza internetskih stranica, znanstvenih radova te knjiga kojih ipak na ovu temu još nema u značajnijem broju. Pošto je virtualna stvarnost samo dio multimedije (najkompleksniji jer koristi najviše osjetila) obrađen je također ukratko i pojam multimedije i detaljnije je pojašnjena korelacija pojma s virtualnom stvarnošću. U istom dijelu, rezultatima istraživanja, navedena je kratka povijest razvoja virtualne stvarnosti kao i uređaja za virtualnu stvarnost te je navedena podjela trenutnih prema kvaliteti koja odgovara cjenovnom rangu u kojem se nalaze uređaji. Isto tako je navedeno i predviđanje razvoja virtualne stvarnosti, ulaganja koja se očekuju u razvoj i što bi ona mogla značiti u bliskoj budućnosti. U raspravi je navedeno gdje se virtualna stvarnost koristi, ponajviše vezano uz marketing iako je to nemoguće striktno razdvojiti budući da je marketing prisutan u svim granama, te gdje bi se virtualna stvarnost trebala koristiti i gdje se očekuje daljnji napredak i razvoj. Zaključak predstavlja sumiranje cijelog rada.
Keywordsapplication of virtual reality marketing multimedia marketing
Parallel title (English)APPLICATION OF VIRTUAL REALITY IN MARKETING
Committee MembersDavorin Turkalj (committee chairperson)
Antun Biloš (committee member)
Mirna Leko Šimić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-05-04
Parallel abstract (English)
My thesis consists of five chapters : introduction, methodology , research results, discussion and conclusion. In the introductory chapter the readers are briefly acquainted with the subject of virtual reality, its current position and the direction it is heading and ultimately its point of view. Methodology represents the subject matter and the means research was conducted. The subject matter is about the application of virtual reality in marketing, whereas the method of research includes going through numerous websites, scientific articles and books which there is still not many on the subject at hand. Considering the fact that virtual reality is only a part of multimedia (the most complex part since it utilizes most of the human senses = the subject of multimedia was also covered in a nutshell and the correlation between it and virtual reality. In the same chapter “Research results” I included a brief history of the development of virtual reality and virtual reality devices, the current devices available on the market sorted by their price range and quality are also included here. There is also mention of the prediction of future development of virtual reality, investments and what they could could mean for the industry in the near future . In the discussion chapter there is a notion on the application of virtual marketing, especially linked to marketing practices, even though it is impossible to separate the two considering the fact that marketing is present in all branches of virtual reality where virtual reality is intended to be used and where further development is expected. The conclusion outlines the summary of the entire thesis.
Parallel keywords (Croatian)primjena virtualne stvarnosti marketing multimedijalni marketing
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:191727
CommitterGordana Kradijan