Virtual reality in marketing: applications and research directions

Internal seminar for researchers

Abstract: Virtual reality (VR) has been identified as a powerful marketing tool due to its ability to create immersive and engaging experiences that allow users to interact with products or services in a way that is not possible through traditional marketing channels. Along with Augmented Reality (AR) and Mixed Reality (MR), VR is part of the extended reality (XR) ecosystem. XR technologies offer marketers several advantages, including engaging consumers, promotional activities, and product presentations and also serve as a new distribution channel. The seminar will present current applications and research along with a research agenda