Virtual Reality in Marketing: A Framework, Review, and Research Agenda

Virtual Reality in Marketing: A Framework, Review, and Research Agenda

Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those expe...

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Bibliographic Details
Main Authors: Mariano Alcañiz, Enrique Bigné, Jaime Guixeres
Format: Article
Language:English
Published: Frontiers Media S.A. 2019-07-01
Series:Frontiers in Psychology
Subjects:
virtual reality
marketing
virtual commerce
consumer neuroscience
e-commerce
3D user interface
Online Access:https://www.frontiersin.org/article/10.3389/fpsyg.2019.01530/full

Internet

https://www.frontiersin.org/article/10.3389/fpsyg.2019.01530/full

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