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

D. Eric Boyd (1, 2) , Bernadett Koles (3)

1 UCF - University of Central Florida [Orlando]
2 Edin. - University of Edinburgh
3 ESC [Rennes] - ESC Rennes School of Business

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.

Domaines: Gestion et management

D. Eric Boyd, Bernadett Koles. An Introduction to the Special Issue “Virtual Reality in Marketing”: Definition, Theory and Practice. Journal of Business Research, 2019, 100, pp.441-444. ⟨10.1016/j.jbusres.2019.04.023⟩. ⟨hal-02160895⟩