IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v18y2023i2-3p121-147.html
   My bibliography  Save this article

Applications of virtual reality in marketing (2000-2020): a 4C marketing-mix based review and future research agenda

Author

Listed:
  • Nidhi Yadav
  • Shikha Sota
  • Harish Chaudhary

Abstract

The last decade has seen a rapid technological transformation in the way marketing is thought and performed. Virtual reality (VR) is one such technology that is being applied across marketing channels to creatively engage, communicate, sell, and service the consumers. This paper is a systematic literature review of the last 20 years of research on applications of virtual reality in marketing. This paper provides a descriptive review of literature, tracks the evolution of the virtual reality concept from technological to experiential view, and outlines the application of VR across Lauterborn's 4C marketing mix - consumer, cost, communication, and convenience. These practical applications will help marketers to better understand this technology and use it to transform the way they engage their consumers. The future research areas will help the academicians to advance the research in the field.

Suggested Citation

  • Nidhi Yadav & Shikha Sota & Harish Chaudhary, 2023. "Applications of virtual reality in marketing (2000-2020): a 4C marketing-mix based review and future research agenda," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 18(2/3), pages 121-147.
    • Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:121-147
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=129660
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:121-147. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.