Virtual Reality in Marketing: Technological and Psychological Immersion

Queiroz, Anna C. Muller and Nascimento, Alexandre Moreira and Alejandro, Thomas Brashear and Tori, Romero and de Melo, Vinicius Veloso and Meirelles, Fernando de Souza and Leme, Maria Isabel da Silva (2018) Virtual Reality in Marketing: Technological and Psychological Immersion. AMERICAS CONFERENCE ON INFORMATION SYSTEMS (AMCIS).

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The use of virtual reality (VR) in Marketing research and practice is blooming, which suggests that Marketing can largely benefit from VR applications. In multidisciplinary applications of technology, it is important to organize the results of current studies and to define the terminology to subsidize future studies. To date, there is no literature review regarding the use of VR in all marketing applications. This paper aims to leverage future studies and practices by presenting a systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers. From over 630 papers retrieved, 59 papers were reviewed. The findings were analyzed and discussed according to the technological and psychological immersion perspectives and marketing applications. Consumer learning was the most frequent topic investigated. Most studies reported positive outcomes. Gaps and limitations were identified, and future works were suggested.

Item Type: Article
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HB Economic Theory
T Technology > T Technology (General)
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 1
Date Deposited: 14 Sep 2018 16:26
Last Modified: 14 Sep 2018 16:26

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