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Keywords: Flow theory
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Journal Articles
Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology
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Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (8): 1585–1611.
Published: 31 May 2019
... Limited Licensed re-use rights only Future studies Virtual reality Immersion Flow theory Future studies Realism-fantasy Virtual reality (VR), an immersive computing technology, absorbs users in a responsive virtual world (VW) (Berg and Vance, 2016), making the individual feel...
