Virtual Reality, Augmented Reality and Metaverse: Customer Experience Approach and User Experience Evaluation Methods. Literature Review

Morales, Jenny; Cornide-Reyes, Héctor; Rossel, Pedro O.; Sáez, Paula; Silva-Aravena, Fabián

doi:10.1007/978-3-031-35915-6_40

Cited by 10 publications

(1 citation statement)

References 26 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…On the other hand, Suh and Prophet (2018) assert that AR and VR are just one subset of MR. While VR enables users, such as customers, to control and direct their actions in a virtual world that may imitate the actual world, AR combines the real world with the virtual world (Morales et al, 2023). In light of this, AR and VR could be seen as technologies that permit some degree of MR and provide users a sense of immersion when using a product or service in a synthetic environment, like the metaverse, where real and virtual items coexist (Ambika et al, 2023).…”

Section: Immersive Marketing Technologiesmentioning

confidence: 99%

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

View full text Add to dashboard Cite

PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

show abstract

Section: Immersive Marketing Technologiesmentioning

confidence: 99%