Start Date
16-8-2018 12:00 AM
Description
The use of virtual reality (VR) in Marketing research and practice is blooming, which suggests that Marketing can largely benefit from VR applications. In multidisciplinary applications of technology, it is important to organize the results of current studies and to define the terminology to subsidize future studies. To date, there is no literature review regarding the use of VR in all marketing applications. This paper aims to leverage future studies and practices by presenting a systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers. From over 630 papers retrieved, 59 papers were reviewed. The findings were analyzed and discussed according to the technological and psychological immersion perspectives and marketing applications. Consumer learning was the most frequent topic investigated. Most studies reported positive outcomes. Gaps and limitations were identified, and future works were suggested.
Recommended Citation
Muller Queiroz, Anna Carolina; Moreira Nascimento, Alexandre; Brashear Alejandro, Thomas; Tori, Romero; Veloso de Melo, Vinicius; de Souza Meirelles, Fernando; and da Silva Leme, Maria Isabel, "Virtual Reality in Marketing: Technological and Psychological immersion" (2018). AMCIS 2018 Proceedings. 6.
https://aisel.aisnet.org/amcis2018/HCI/Presentations/6
Virtual Reality in Marketing: Technological and Psychological immersion
The use of virtual reality (VR) in Marketing research and practice is blooming, which suggests that Marketing can largely benefit from VR applications. In multidisciplinary applications of technology, it is important to organize the results of current studies and to define the terminology to subsidize future studies. To date, there is no literature review regarding the use of VR in all marketing applications. This paper aims to leverage future studies and practices by presenting a systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers. From over 630 papers retrieved, 59 papers were reviewed. The findings were analyzed and discussed according to the technological and psychological immersion perspectives and marketing applications. Consumer learning was the most frequent topic investigated. Most studies reported positive outcomes. Gaps and limitations were identified, and future works were suggested.