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Virtual Reality in Marketing: A Framework, Review, and Research Agenda. | LitMetric

Virtual Reality in Marketing: A Framework, Review, and Research Agenda.

Front Psychol

Instituto de Investigación e Innovación en Bioingeniería, Universitat Politècnica de València, Valencia, Spain.

Published: July 2019

Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in marketing. This article reviews the literature on XRs in marketing, and provides a conceptual framework to organize this disparate body of work.

Download full-text PDF

Source
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC6624736PMC
http://dx.doi.org/10.3389/fpsyg.2019.01530DOI Listing

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