Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology
Abstract
Purpose Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research; thus, the objective of this systematic literature review is to provide such a framework and highlight research opportunities. Design/methodology/approach...
Paper Details
Title
Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology
Published Date
Aug 12, 2019
Volume
53
Issue
8
Pages
1585 - 1611
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