Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing
Chunhua Sun,
Chenhui Ye,
Changdan Li
et al.
Abstract:PurposeIn the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between VA and VI in influencing consumers' responses have not been fully understood. In addition, social signals have app… Show more
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