Full Picture

Article analysis:

The article “Virtual Reality in Marketing: A Framework, Review, and Research Agenda” provides an overview of the current state of research into the use of extended reality (XR) technologies in marketing. The authors provide a comprehensive review of previous works on virtual experience in marketing, from non-immersive graphic interfaces based on computer screens to immersive head-mounted display (HMD) interfaces. They also propose a definition for Virtual Experience in Marketing (VEM) and develop a framework for its use.

The article is generally well written and provides an extensive overview of the current state of research into XR technologies in marketing. The authors provide a detailed timeline that outlines the development of VEM over time, which is useful for understanding how it has evolved. Additionally, they provide a clear definition for VEM that helps to clarify what it is and how it can be used.

However, there are some potential issues with the trustworthiness and reliability of this article that should be noted. First, while the authors provide an extensive review of previous works on VEM, they do not discuss any potential biases or limitations associated with these studies or their results. Additionally, they do not explore any counterarguments or alternative perspectives on VEM or its applications in marketing research; instead they focus solely on its potential benefits without considering any possible risks or drawbacks associated with its use. Finally, while they provide a useful framework for classifying VEM studies, they do not discuss any potential ethical considerations related to using XR technologies in marketing research; this is an important point that should be addressed given the sensitive nature of this type of research.

In conclusion, while this article provides an informative overview of XR technologies and their applications in marketing research, there are some potential issues with its trustworthiness and reliability that should be noted before relying too heavily on its conclusions or recommendations.