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

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.