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- W3036638150 endingPage "465" @default.
- W3036638150 startingPage "443" @default.
- W3036638150 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." @default.
- W3036638150 created "2020-06-25" @default.
- W3036638150 creator A5017067756 @default.
- W3036638150 creator A5073501391 @default.
- W3036638150 creator A5090484927 @default.
- W3036638150 date "2020-09-01" @default.
- W3036638150 modified "2023-10-18" @default.
- W3036638150 title "Virtual and augmented reality: Advancing research in consumer marketing" @default.
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