A review of virtual reality marketing experiences on consumer interaction: A study of a tech product in Kano, Nigeria
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- NGN 5000
Background of the study
Virtual reality (VR) marketing experiences have revolutionized consumer engagement by offering immersive, interactive encounters with products and services. This study reviews the impact of VR marketing experiences on consumer interaction for a tech product in Kano, Nigeria. As VR technology becomes more accessible, brands are exploring its potential to create memorable and engaging marketing experiences (Ibrahim, 2023). By allowing consumers to experience products in a simulated environment, VR marketing not only enhances product understanding but also fosters emotional connections and interactive engagement. In Kano, where tech adoption is on the rise, companies are beginning to invest in VR initiatives to differentiate themselves in the competitive market (Chinwe, 2024). Recent research suggests that VR experiences can significantly boost consumer interest and interaction by providing a multisensory and engaging platform (Adeniyi, 2025). This study synthesizes empirical data and theoretical insights to evaluate the effectiveness of VR marketing in enhancing consumer interaction, while also addressing challenges such as cost, technological barriers, and user acceptance.
Statement of the problem
Despite the promising potential of VR marketing, tech companies in Kano face significant challenges in leveraging this technology to enhance consumer interaction. High costs, technical complexity, and limited consumer familiarity with VR experiences often hinder effective implementation. These challenges lead to inconsistent consumer engagement and a failure to fully capitalize on the interactive potential of VR marketing. This study seeks to identify the key barriers to successful VR marketing experiences and evaluate their impact on consumer interaction. By addressing these issues, the research aims to provide recommendations for optimizing VR marketing strategies for tech products in Kano (Ibrahim, 2023; Adeniyi, 2025).
Objectives of the Study
To evaluate the impact of virtual reality marketing on consumer interaction.
To identify the challenges associated with implementing VR experiences in marketing.
To propose strategies for optimizing VR marketing for tech products.
Research Questions
How do virtual reality marketing experiences affect consumer interaction for tech products in Kano?
What challenges do companies face in implementing VR marketing?
How can VR marketing strategies be optimized to enhance consumer engagement?
Significance of the study
This study is significant as it offers insights into the effectiveness of virtual reality marketing in enhancing consumer interaction. The findings will help tech companies in Kano understand how to better implement VR strategies to engage consumers, driving both interest and sales. The research contributes to the growing body of knowledge on immersive digital marketing experiences (Chinwe, 2024).
Scope and limitations of the study
The study is limited to analyzing VR marketing experiences for a tech product in Kano, Nigeria, and does not extend to other marketing technologies or industries.
Definitions of terms
Virtual Reality (VR) Marketing: The use of VR technology to create immersive and interactive marketing experiences.
Consumer Interaction: The degree of engagement and participation by consumers in marketing experiences.
Tech Product: An electronic or digital device that incorporates innovative technology.
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