[podcast] Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? - Alena Kostyk

The 'JAR Podcast' has been launched in 2023 by the Journal of Advertising Research, with 20 episodes to date.

Alena Kostyk, EDHEC Associate Professor, was invited recently to speak on the following subject (podcast in English):

Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?

Presentation: ‘How much does a 3D virtual experience really matter in marketing? In this episode, Dr. Kirsten Cowan (University of Edinburgh), Associate Editor of the Journal of Advertising Research, hosts a discussion with the full author team behind "Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?" Dr. Alena Kostyk (EDHEC Business School), Dr. Jie Sheng (Macau University of Science and Technology), Andrew Murchie (Deep Vision Studios), and Stephen Preston (St. Giles’ Cathedral, Edinburgh) break down their research on stereoscopic (3D) vs. monoscopic (2D) VR and its impact on marketing outcomes. They discuss when 3D enhances telepresence and realism, when 2D is just as effective, and what this means for brands investing in immersive experiences. The conversation also covers the cost-benefit trade-offs of 3D VR, real-world brand applications, and how advertisers can use these insights to make better decisions. If you’re working with VR in advertising or brand strategy, this episode is a must-listen.'

Length: 22 minutes

Initiale date of publication: 20/03/2025

Academic article presented: Alena, K., Jie, S., Andrew, M., & Stephen, P. (2024). Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes. Journal of Advertising Research, 64(3), 301–318. https://doi.org/10.2501/JAR-2024-021