An Introduction to the Special Issue “Virtual Reality in Marketing”: Definition, Theory and Practice

D. Eric Boyd and Bernadett Koles
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D. Eric Boyd: UCF - University of Central Florida [Orlando], The University of Edinburgh
Bernadett Koles: ESC [Rennes] - ESC Rennes School of Business

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Abstract: 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 provides insights into several aspects of virtual reality and its implications to the field of marketing. This article introduces the special issue and focuses on highlighting the articles in the special issue relative to offering a definition of virtual reality, highlighting theoretical contributions of the papers, and recommending managerial action for marketers wishing to leverage the opportunities provided by virtual reality.

Date: 2019-07
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Published in Journal of Business Research, 2019, 100, pp.441-444. ⟨10.1016/j.jbusres.2019.04.023⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02160895

DOI: 10.1016/j.jbusres.2019.04.023

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