Use of Virtual Reality in Public Relations Campaign

  • Joshua Kayode Okunade Department of Mass Communication, Caleb University, Imota, Lagos, Nigeria
  • Toyin O. Akintola Department of Mass Communication, Caleb University, Imota, Lagos, Nigeria
DOI: https://doi.org/10.33258/konfrontasi2.v12i2.329
Keywords: Virtual Reality, Public Relations, Public Campaigns, Audience Engagement, Brand Perception

Abstract

Virtual Reality (VR) has emerged as a transformative technology with the potential to revolutionize various industries, including public relations (PR). VR offers immersive experiences that can engage audiences in ways traditional media cannot.  As Virtual Reality (VR) emerges as a potential game-changer in public relations (PR) campaigns, it is essential to assess the challenges and opportunities associated with its integration critically. Two theoretical frameworks, the Technology Acceptance Model (TAM) and the Media Richness Theory (MRT), were deployed in the study.  The research adopted a survey method using questionnaire to generate data.  This study underscores the transformative potential of VR to enhance audience engagement, brand recall, and emotional connections. The findings reveal that younger, educated, and tech-savvy demographics are particularly receptive to VR, validating its appeal to dynamic audiences. While VR demonstrates strong potential in creating immersive and interactive experiences, barriers such as high costs, limited technical expertise, and compatibility challenges hinder its widespread adoption. The findings reveal that younger, educated, and tech-savvy demographics are particularly receptive to VR, validating its appeal to dynamic audiences. While VR demonstrates strong potential in creating immersive and interactive experiences, barriers such as high costs, limited technical expertise, and compatibility challenges hinder its widespread adoption. This study underscores the transformative potential of VR to enhance audience engagement, brand recall, and emotional connections.

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Published
2025-03-14
How to Cite
Joshua Kayode Okunade, & Toyin O. Akintola. (2025). Use of Virtual Reality in Public Relations Campaign. Konfrontasi: Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 12(2), 80-99. https://doi.org/10.33258/konfrontasi2.v12i2.329
Issue
Vol 12 No 2 (2025): Konfrontasi, June
Section
Articles

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