VR in customer-centered marketing: purpose-driven design

Kostyk, A. and Sheng, J. (2023) VR in customer-centered marketing: purpose-driven design. Business Horizons, 66(2), pp. 225-236. (doi: 10.1016/j.bushor.2022.06.005)

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Despite the annual growth of the virtual reality (VR) market, many businesses – especially small and medium-sized ones – have been slow to adopt VR in their marketing. As many forms of VR exist, it is important to understand how they can be used in achieving specific marketing objectives. Unfortunately, clear guidance related to VR production for marketing purposes is lacking. To address this, present research proposes a roadmap for deploying VR marketing strategically in customer-centered businesses. It builds on the extant VR marketing literature to consider VR marketing objectives for each stage of the consumer journey and offers concrete recommendations for selecting and designing VR application based on these objectives. The use of the proposed guidelines is further exemplified by two mini-cases from the Scottish tourism industry.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Sheng, Miss Jie and Kostyk, Dr Alena
Authors: Kostyk, A., and Sheng, J.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Business Horizons
ISSN (Online):1873-6068
Published Online:27 June 2022
Copyright Holders:Copyright © 2022 The Authors
First Published:First published in Business Horizons 66(2): 225-236
Publisher Policy:Reproduced under a Creative Commons licence

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