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Providing a Framework for virtual reality functions in B2B Business Customer Journey with a focus on immersion features | ||
| International Journal of Digital Content Management | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 11 دی 1401 | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2022.68303.1101 | ||
| نویسنده | ||
zahra nikoosefat 
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| PhD Candidate in Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran | ||
| چکیده | ||
| The purpose of this study is to identify the functions of virtual reality immersion features in B2B business customer journey and provide a framework. This study has been done by adopting a qualitative approach and thematic review method. The required data were collected through a 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. Of the 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, 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 journeys 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 the 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. | ||
| کلیدواژهها | ||
| B2B Businesses؛ Customer journey؛ Immersion؛ Thematic analysis؛ Virtual reality | ||
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آمار تعداد مشاهده مقاله: 13 |
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