Virtual and augmented reality: Advancing research in consumer marketing
By M. Wedel, E. Bigné, Jie Zhang. International Journal of Research in Marketing, 2020
400 citations recorded by the source corpus.
Abstract Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact on a variety of marketing practices and are attracting increasing attention from marketing researchers. In this article, we review developments in VR/AR applications and research in the area of consumer marketing. We propose a conceptual framework for VR/AR research in consumer marketing that centers around consumer experiences provided by VR/AR applications along the customer journey and the effectiveness of such applications, and delve into the key concepts and components of the framework. Next, we provide a comprehensive overview of VR/AR applications in current practices and extant research on VR/AR in consumer marketing. Finally, based on this framework, we offer an outlook for future developments of VR/AR technologies and applications, discuss managerial implications, and prescribe directions for research on consumer marketing.
Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/9da9154ca3a6ca62a641bc0144db3ed0187bb7bb
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
In Sociology and Political Science
In Human-Computer Interaction
Citations in the corpus
- What is XR? Towards a Framework for Augmented and Virtual Reality (2022, background): “Furthermore, looking at 3D content on a 2D screen and browsing through it with a mouse is excluded from our conceptualization of VR.”