List of studies reviewed in “Virtual Reality Research in Marketing Focusing on Consumers”
This document provides an overview of the characteristics of 49 empirical papers and 63 studies that were reviewed for "Virtual Reality Research in Marketing Focusing on Consumers”. This study used two distinct strategies to identify relevant research articles for inclusion in the analysis.
Strategy A: Utilizing the SCImago Institutions Rankings as a reference, we targeted the top 50 ranked academic journals and extracted articles that incorporated "Virtual Reality" within their titles, abstracts, or keywords. Articles were obtained directly from the publisher of each journal. In cases where keyword search functionality was absent (e.g., Emerald), we limited the search to papers containing "Virtual Reality" in either their titles or abstracts. This approach resulted in the identification of 65 articles.
Strategy B: Our search extended to various databases featured on the EBSCOhost platform, including "Academic Search Premier," "Business Source Premier," "Psychology and Behavioral Sciences Collection," "ERIC," "EconLit with Full Text," and "Teacher Reference Center." We focused on articles that pertained to both "Marketing" and "Virtual Reality," ensuring that they were peer-reviewed and available in full text. After removing duplicates identified in Strategy A, we extracted an additional 58 articles.
In total, 123 articles were retrieved from both strategies. We meticulously reviewed the abstracts and keywords of each article to exclude those unrelated to Virtual Reality or not targeting consumers (e.g., articles on education, research, and development). Consequently, our final dataset included 51 articles (49 empirical papers, comprising 48 quantitative and 1 qualitative study, and 2 framework papers) for further examination.
Elucidation of the effect and immersive promotion factor of marketing communication using VR technology
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