6533b7d7fe1ef96bd1269153

RESEARCH PRODUCT

Virtual and augmented reality: Advancing research in consumer marketing

Enrique BignéMichel WedelJie Zhang

subject

MarketingComputer science05 social sciencesVirtual realityVariety (cybernetics)Consumer experienceExtant taxonConceptual frameworkVirtual reality Augmented reality Consumer experience Customer journey VR/AR effectiveness0502 economics and businessKey (cryptography)050211 marketingAugmented realityMarketing050203 business & management

description

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.

yearjournalcountryeditionlanguage
2020-10-18
https://zenodo.org/record/4242949