Exploring Technology Acceptance: Potentials and Barriers of VR and AR in Corporate Brand Communication

Abstract

Virtual Reality (VR) and Augmented Reality (AR) have been considered pioneering technologies for years, but have yet to break through to the masses. Nevertheless, VR and AR are occasionally used specifically in external brand communication, particularly at trade fairs and events, on social media channels, or in specially designed apps. The study examines the potentials and limitations of VR and AR in external brand communication from the perspective of enablers, agencies, and companies. The aim is to develop a comprehensive understanding of the role of these technologies in the marketing context and to identify challenges and opportunities for long-term integration. Qualitative expert interviews (n = 11) with enablers, agencies, and companies from the real estate, tourism, entertainment, and retail industries were used to determine how VR and AR are already being integrated into communication strategies and what hurdles are associated with this. The theoretical framework is based on the Technology Acceptance Model (TAM) to analyze the findings and classify the Perceived Usefulness and the Perceived Ease of Use from the perspective of the three actors. The results show that VR and AR offer versatile possibilities for interactive storytelling and immersive brand experiences and thus enable differentiation from the competition. However, high costs, technical limitations, and limited user acceptance make widespread implementation difficult. The sustainable establishment of the technologies in external brand communication therefore depends on future technological developments and broader social acceptance. The study contributes to the expansion of the research field by opening up new perspectives on the integration of VR and AR in external brand communication. In particular, long-term acceptance, cost-efficient integration - especially in companies with smaller budgets -, and industry-specific adaptations remain issues that should be further investigated for broad market penetration.