The DOI matches its Crossref record; 133 of the 133 references it cites were found in a registry or an index.
Virtual and augmented reality: Advancing research in consumer marketing
Open accessAbstract
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.
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Cites
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Cited by
Marketing in the Metaverse: Conceptual understanding, framework, and research agenda
Giang Barrera, K., & Shah, D. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2022.113420 · Cited by 674
Fan, X., Jiang, X., & Deng, N. (2022) · Tourism Management · doi:10.1016/j.tourman.2022.104534 · Cited by 586
Eye Tracking in Virtual Reality: a Broad Review of Applications and Challenges
Adhanom, I. B., MacNeilage, P., & Folmer, E. (2023) · Virtual Reality · doi:10.1007/s10055-022-00738-z · Cited by 325
Augmented Reality in Retail and Its Impact on Sales
Tan, Y.-C., Chandukala, S. R., & Reddy, S. K. (2022) · Journal of Marketing · doi:10.1177/0022242921995449 · Cited by 319
Kim, J.-H., Kim, M., Park, M., & Yoo, J. (2023) · Telematics and Informatics · doi:10.1016/j.tele.2022.101936 · Cited by 188
Metadata
- Authors
- Wedel, M., Bigné, E., & Zhang, J.
- Venue
- International Journal of Research in Marketing
- Publisher
- Elsevier BV
- Published
- 2020-09
- Volume
- 37
- Issue
- 3
- Pages
- 443-465
- ISSN
- 0167-8116 (ISSN-L)
- OpenAlex
- W3036638150
- Cited by
- 565
- References
- 133
- FWCI
- 23.75
- Type
- journal article
- Language
- en
- Open access
- green
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
