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Keywords: Realism-fantasy
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Journal Articles
Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (8): 1585–1611.
Published: 31 May 2019
... for VR research using realism-fantasy and immersion as dimensions. Next, we review the current state of empirical research for each quadrant. Finally, we synthesize research within each quadrant, specifying criteria and considerations for conducting research. In doing so, we propose an agenda...
