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Keywords: Future studies
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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
... for marketing research, centered on methodological, future studies, and consumer-related contributions. Findings VR themes instrumental to flow include the avatar, application quality, and interactivity. We find, contrary to some conceptualizations of VR, that all applications are capable of producing flow...
