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Virtual and augmented reality: Advancing research in consumer marketing

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  • Wedel, Michel
  • Bigné, Enrique
  • Zhang, Jie

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.

Suggested Citation

  • Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:3:p:443-465
    DOI: 10.1016/j.ijresmar.2020.04.004
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