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1-4 of 4
Keywords: Virtual reality
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Journal Articles
Decoding multiple facets of brand experience in the metaverse: the role of fun, perceived diagnosticity and social presence
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–20.
Published: 22 May 2026
... the advanced capabilities of the environment allow for detailed examination of brands, impacting behavioural and intellectual experiences. Sensory brand experience Affective brand experience Behavioural brand experience Intellectual brand experience Immersion Metaverse Virtual reality Although...
Includes: Supplementary data
Journal Articles
The ethical landscape of immersive marketing: virtual and augmented reality in advertising
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (7): 1515–1533.
Published: 25 March 2025
...Muhammad Asif; Hashem Fazel; Faten Saleh Alghamdi Purpose In marketing, virtual reality (VR) and augmented reality (AR) provide innovative ways to connect with audiences, transforming traditional advertising into dynamic and engaging storytelling. The purpose of this study is to explore ethical...
Journal Articles
Virtual reality in digital marketing: research agenda based on bibliometric reflection
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (4): 505–524.
Published: 04 April 2023
...Hafizah Omar Zaki; Dahlia Fernandez; Omkar Dastane; Aini Aman; Soliha Sanusi Purpose This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance...
Journal Articles
Virtual reality in social marketing: a process evaluation
Available to PurchaseTimo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki, James Durl, Matthew J. Gullo, Denni Arli, Jason P. Connor
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 806–820.
Published: 08 August 2019
...Timo Dietrich; Sharyn Rundle-Thiele; Krzysztof Kubacki; James Durl; Matthew J. Gullo; Denni Arli; Jason P. Connor Purpose The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR...
