The current study intends to highlight the most relevant studies in simulated realities with
special attention to VR and marketing, showing how studies have evolved over time and …

Purpose This study unravels the intellectual structure of virtual reality (VR) in digital
marketing (DM) research, identifies core research gaps and presents future research …

Virtual reality is an emergent technology of keen interest for marketers based on the novelty,
uncertainty, complexity, and potential conflict it presents for marketing. The Special Issue …

Virtual reality (VR) and Augmented Reality (AR) have undergone technical evolutions over
the last few decades including improvements in immersion and the feeling of telepresence …

This research examined how virtual reality technology affects the marketing performance of
the fashion industry in Jordan. Based on a sample composed of 528 online customers …

Virtual reality (VR) refers to technologies for substituting the perceived reality. With the
recent proliferation of consumer-grade head-mounted VR displays, several industries have …

VR technology is an emerging IT innovation that greatly affects consumer behaviour and
consumer perception of products. The aim of this study is to examine how the virtual reality …

Purpose The purpose of this paper is to present an innovative reflexive process evaluation
method for a social marketing programme featuring an innovative virtual reality (VR) …

Virtual Reality (VR) has evolved rapidly and has been increasingly used in research aimed
at promoting behaviour change within consumer domains, particularly since the introduction …

Given the growing role of brands as relationship partners and relationship facilitators and
the pre-eminence of the online environment for consumers, this article contributes to the …