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

Authors: Nidhi Yadav; Shikha Sota; Harish Chaudhary

Addresses: Indian Institute of Technology, Delhi, India ' Indian Institute of Technology, Delhi, India ' Indian Institute of Technology, Delhi, India

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.

Keywords: virtual reality; marketing; literature review; marketing technology; 4C.

DOI: 10.1504/IJIMA.2023.129660

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.2/3, pp.121 - 147

Received: 02 Jan 2021
Accepted: 25 May 2021
Published online: 20 Mar 2023 *

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