Document Type : Original Article


1 PhD Candidate in Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran

2 Assistant Professor, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran

3 Associate Professor, Department of Information Technology Engineering, , Urmia University of Technology, Urmia, Iran


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.


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