Virtual reality and the communication of the future

Abstract

Virtual reality is an emerging phenomenon that presents great potential due to its ability to introduce the consumer to an immersive and stimulating environment. With the evolution of technology and contemporary society, brands begin to bet on a positioning based on innovation, to achieve competitive advantage and maintain a close relationship with their consumers. This article presents a critical analysis of the possible repercussions of the application of virtual reality in branding and communication strategies, accompanied by a brief analysis of the key factor responsible for attracting and involving consumers in this tool. Virtual reality shows itself as a great tool to be incorporated into communication strategies to create memories together with the consumer.