اثر‌بخشی تبلیغات مبتنی بر واقعیت مجازی در ایجاد نقشه همدلی مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

3 دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

10.22034/jbar.2023.16599.3976

چکیده

امروزه یکی از ویژگی­های کسب­­ وکارهای موفق، توانایی آن­ها در ایجاد ارتباط موثر و همدلی با مشتریان است. نقشه همدلی با پاسخ به نیاز مشتری و ایجاد راه‌حل بر اساس نیازهای او به سازمان­ها کمک می­کند درک عمیقی از مشتریان خود داشته باشند. از سویی تبلیغات واقعیت مجازی نیز با استفاده از فناوری­های نوین در تعامل بهتر با مشتری موفق بوده و توجه فزاینده محققان بازاریابی را به خود جلب کرده است. هدف از پژوهش حاضر، بررسی اثر بخشی تبلیغات مبتنی بر واقعیت مجازی در ایجاد نقشه همدلی مشتری است. پژوهش حاضر از منظر هدف توسعه­ای است و در آن برای جمع­آوری داده­ها از روش پیمایشی استفاده شد. تبلیغات مبتنی بر واقعیت مجازی شرکت رامک با هدف ایجاد نقشه همدلی مشتری، در مرکز خرید مهستان شهر کرج، با همکاری 74 شرکت کننده انجام شد. داده­های مربوط به 23 شرکت­کننده که با فیلمبرداری از اجرای تبلیغ به­دست آمده بود، با روش هرمنوتیک ویدئویی مورد تجزیه­و­تحلیل قرار گرفت. هرمنوتیک ویدئویی عمل نشانه­گذاری و تفسیر را در پیوندی ناگسستنی با یکدیگر درک می­کند. یافته­های حاصل از پژوهش نشان داد که تبلیغات مبتنی بر واقعیت مجازی می­تواند ارتباط قوی با مشتریان برقرار کند و در ایجاد نقشه همدلی مشتری، اثر­بخش باشد. نقشه همدلی ایجاد شده توسط شرکت رامک به خوبی بر روی احساسات و خط فکری مشتریان اثر گذاشت و رشد 8 درصدی در فروش محصول موردنظر را برای شرکت به همراه داشت. طراحی نقشه همدلی و استفاده از واقعیت مجازی در تبلیغات منجر به ایجاد ارتباط موثر با مشتریان می­شود.

کلیدواژه‌ها

عنوان مقاله [English]

The effectiveness of virtual reality-based advertising in creating a customer empathy map using the video hermeneutic method: A case study of Ramak Company

نویسندگان [English]

  • Davood Feiz 1
  • Maryam Asgharinajib 2
  • Sima Alipour 2
  • Morteza Maleki Minbashrazgah 3
1 Professor, Faculty of Economics, Management and Administrative sciences, Semnan University, Semnan, Iran
2 Ph.D. Student in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran
3 Associate Professor, Faculty of Economics, Management and Administrative sciences, Semnan University, Semnan, Iran
چکیده [English]

Introduction: The dairy industry, with its long chain of values and numerous links, is an effective and efficient industry in the Iranian economy. As the competition in the dairy market increases, the chances of survival in this field decrease, regardless of the customer, marketing and sales strategies. Therefore, the customer's journey is important from the moment of getting to know the company to the purchase, which is an experience that plays a role in the customer's mind. Shopping trips have a significant role in people's lives and are one of the basic needs of human life. The importance of the customer journey increases with the complexity of service delivery. It is also important to understand what the person is thinking and feeling, given that what the person is saying is not always in line with what they are doing. Therefore, today, it seems necessary to use a customer empathy map during a trip.
Targeting and optimizing the message is very important in the busy days of the third millennium and is a requirement of every brand. The digital revolution has helped to better understand the final audience. Based on this knowledge, the message that has the most impact should be selected and the audience should be exposed to it. In this respect, innovation in advertising means creating valuable memories for the target audience. Virtual reality-based advertising can help companies create such memories. Virtual reality (virtual reality) is created as a computer simulation that involves a user, and that user perceives it through one or more senses (mostly through vision, hearing and touch). So, the interaction with it would be as if it were real.
Methodology: In the present study, Ramak local cheese was advertised through virtual reality in Mahestan shopping center in the city of Karaj, where different ethnicities live. The aim was to create a customer empathy map using a virtual reality camera and a wooden cottage. The present study is a developmental perspective in which the survey method was used to collect the data and video hermeneutics method served to analyze the data. There were 74 participants in the study, and the data of 23 participants were analyzed. In fact, the selection of samples continued until the data saturation; the researcher realized that the subsequent samples will not provide him with distinctive information.
For the effectiveness of the customer empathy map, what the customer says, does, thinks and feels were videotaped and finally analyzed during the virtual reality advertising process. The people in the mall were asked to watch a two-minute 3D movie through virtual reality glasses. They sat on a chair to watch the film. The film took the participants to a lush farm where many cows were grazing. To make the advertisement more effective when the participants were watching the film, several wooden walls were connected, and the participants were placed in a cottage with a traditional atmosphere. It was a place with a table in the hut lined with local Ramak cheese, cucumbers and tomatoes, and traditional music with pleasant spring sounds was played. At the end of the video, the participants were asked to try the local cheese and express their opinion about the product. The recorded videos of the participants in virtual reality advertising were analyzed by video hermeneutics.
Results and Discussion: With the increasing competition among companies and the great change and diversity in the demands and needs of customers, managers must always think of innovative ways to attract and retain their customers. Therefore, we see many changes in companies' advertisements to attract customers. Managers must be able to accompany the customer on the shopping trip. This trip is the process by which a customer interacts with a company to achieve a goal. Also, managers need to read the customer's mind to better interact with him. In fact, they must design an empathetic map to communicate with the customer. An empathy map can provide new insights into the customer’s desire and how it affects product decisions, marketing messages, and corporate business strategies. Videos provids researchers with unique analytic methods.
Companies increasingly incorporate virtual reality into their operations to ensure that sales conversions occur based on a sense of presence, which results from an effective virtual experience. Virtual reality helps to bridge the gap in consumer expectations and ultimately leads to higher purchasing goals. In the present study, the researchers designed and implemented a customer empathy map with the aim of creating a sense of presence and meeting customer expectations. To this end, a film and a traditional cottage were used based on virtual reality. The results showed that the sense of nostalgia, peace and joy was completely transferred to the participants and the company was able to interact properly with them.
Conclusion: After carrying out this plan, Ramak Company has witnessed an 8% growth in sales of the desired product. Therefore, the use of virtual reality maintains the relationship with consumers. Indeed, virtual reality is a suitable tool at the end of the shopping trip, it has to do with the customer loyalty and advocacy, and companies can use ads to be more effective and create an empathetic relationship with customers.

کلیدواژه‌ها [English]

  • Virtual reality
  • Customer empathy map
  • Videography

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کاوش‌های مدیریت بازرگانی
دوره 14، شماره 29
آذر 1401
صفحه 181-212

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