Virtual reality (VR) is a domain of increasing interest to marketers as this technology provides significant opportunities for engagement and consumer responses. However, to date, the field lacks a cohesive description of available VR technologies, especially in the marketing domain, and needs a guide for effective VR based on consumer product involvement. Therefore, we first outline a typology of VR based on different levels of product involvement delineating how brands might implement VR. Second, after conducting a comprehensive literature review, we propose a dual model of product involvement for VR strategies. High product involvement situations operate through the imagination, co-creation, and telepresence, directly influencing consumer responses. Meanwhile, low involvement contexts operate through the less cognitively taxing process of interactivity, leading to brand engagement and indirectly influencing consumer responses. This work includes nine propositions that outline elements of effective strategies in each route and offers several implications for theory and practice.

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Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research; thus, the objective of this systematic literature review is to provide such a framework and highlight research opportunities. Approach: First, after conducting a systematic literature review, we highlight VR themes instrumental to flow and propose a typology 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 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. Conflicting research and gaps are highlighted in the findings section and summarized in Table 3. Additionally, while prior research seems to draw from findings of other VR applications in advancing knowledge in general, the results of the literature review suggest that VR applications should be treated uniquely. Finally, we propose highly immersive VR applications as more conducive to future studies research. Originality/value: The objective of this paper is to examine varying opportunities for VR research given flow and fantasy potential and to prioritize VR research.