Marketing

Relationship marketing

Extant taxon

Biology

Variety (cybernetics)

Augmented reality

Computer science

Conceptual framework

Virtual reality

Business

Evolutionary biology

Marketing science

Marketing research

Marketing management

Consumer behaviour

Sociology

Artificial intelligence

Human–computer interaction

Social science

International Journal of Research in Marketing

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.

Virtual and augmented reality: Advancing research in consumer marketing