Virtual and augmented reality: Advancing research in consumer marketing |
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| Institution: | 1. UNSW Business School, University of New South Wales, Sydney, New South Wales 2052, Australia;2. Brightland Institute for a Smart Society, Maastricht University, The Netherlands;3. Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat 53, Maastricht, LM 6211, The Netherlands;4. University of Sussex Business School, Brighton BN1 9SL, United Kingdom;5. King''s Business School, King''s College, London WC2B 4BG, United Kingdom;1. Department of Marketing, Entrepreneurship, & Innovation, Robert J. Manning School of Business, University of Massachusetts Lowell, 1 University Avenue, Lowell, MA 01854, United States;2. College of Communication, DePaul University, 1 E. Jackson Blvd., Chicago, IL 60604, United States;3. Department of Marketing and Information Systems, Richard J. Wehle School of Business, Canisius College, 2001 Main Street, Buffalo, NY 14208-1098, United States;1. Marketing, Operations and General Management Department, Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/UNIDE), Av. Forças Armadas, 1649-026 Lisbon, Portugal;2. Department of Architecture and Urban Planning, School of Technology and Architecture, Instituto Universitário de Lisboa (ISCTE-IUL) and Technology and Architecture Research Center (ISTAR-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal;3. School of Hospitality, Tourism & Events Faculty of Social Sciences & Leisure Management, Taylor’s University Lakeside, Selangor, Malaysia |
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| 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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