Journal
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume 37, Issue 3, Pages 443-465Publisher
ELSEVIER
DOI: 10.1016/j.ijresmar.2020.04.004
Keywords
Virtual reality; Augmented reality; Consumer experience; Customer journey; VR/AR effectiveness
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Funding
- European Commission [RHUMBO-H2020-MSCA-ITN-2018-813234]
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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. (c) 2020 Elsevier B.V. All rights reserved.
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