..., with the effect being significant for utilitarian products (vs hedonic). Sensory brand experience Affective brand experience Behavioural brand experience Intellectual brand experience Immersion Metaverse Virtual reality Brand experiences that are sensations, feelings, cognitions...

...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...

...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...

...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...