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

被引：27

作者：

Boyd, D. Eric ^{[1
,2
]}

Koles, Bernadett ^{[3
,4
]}

机构：

[1] Univ Cent Florida, Coll Business, Orlando, FL 32816 USA

[2] Univ Edinburgh, Dept Mkt, Edinburgh, Midlothian, Scotland

[3] Rennes Sch Business, Mkt, Rennes, France

[4] Rennes Sch Business, Teaching & Learning, Rennes, France

来源：

JOURNAL OF BUSINESS RESEARCH | 2019年 / 100卷

关键词：

D O I：

10.1016/j.jbusres.2019.04.023

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：441 / 444

页数：4

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