Zahra Nikoosefat; Pejman Jafary; Farid Ahmadi
Abstract
Due to the dispersion of these functions in the literature and their anonymity, the purpose of this study is to identify the functions of virtual reality immersion feature in B2B business customer journey and provide a framework. The concept of these functions involves the three stages: before the purchase, ...
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Due to the dispersion of these functions in the literature and their anonymity, the purpose of this study is to identify the functions of virtual reality immersion feature in B2B business customer journey and provide a framework. The concept of these functions involves the three stages: before the purchase, purchase and after the purchase of this journey.This study has been done by adopting a qualitative approach and thematic review method. The required data was collected through literature review. First, research articles on B2B marketing and virtual reality were searched in Google Scholar and Scoops databases, and during the steps and filters, a total of 274 articles were extracted from these two databases. Duplicate article, 257 articles were obtained. In the next step, by applying the exclusion criteria, 224 articles were deleted and finally 33 articles were finally reviewed. After performing the thematic analysis steps, 67 codes were extracted, which were presented in the form of four themes or main functions and nine themes or sub-functions. The findings of this study contribute to a more comprehensive understanding of managers and marketing and sales experts of the functions of the VR immersion feature at each stage of the B2B customer journey. Managers and owners of B2B businesses can use these functions in customer journey based on their marketing and sales goals and enjoy its benefits. It also helps researchers identify and improve the scientific and managerial understanding of the functions of the VR immersion feature and how it creates value in B2B client journey. According to the results of this research to future researchers, reviewing the literature with more sources and a wider period, developing a research model using other theories; And model testing with initial data is recommended.
Mohammad Hassanzadeh
Abstract
Virtual reality (VR) transcends the boundaries of the disciplines and lifestyles of different generations. The entanglement of digital content with the capabilities of artificial intelligence, graphic simulation, cultural coordinates, and economics has given rise to an amalgam of methods. The reality ...
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Virtual reality (VR) transcends the boundaries of the disciplines and lifestyles of different generations. The entanglement of digital content with the capabilities of artificial intelligence, graphic simulation, cultural coordinates, and economics has given rise to an amalgam of methods. The reality that is virtual, the virtual that is real. This multiplicity has caused content management to face unprecedented challenges and new avenues. New developments have been presented as an exceptional opportunity for specialists in various fields, especially information science. Interacting with VR requires accurate knowledge and sufficient competencies. Academic alumni, professionals, and leading researchers all think about how to interact effectively with VR and the resulting world. The emergence of metaphors such as Metaverse and serious public participation in cyberspace has necessitated the wise management of digital content following new developments and disciplines. In this paper, the characteristics of VR , including features, applications, and content management requirements for this new approach are explained.
