The Path From Innovative Marketing Medium to Value-Creation: an Experience in Virtual Reality
We aim to understand how innovative marketing mediums influence value-creation. We explore this question in the context of virtual reality tours in the real estate industry. As a result, we propose a process model of how consumers’ use of innovative marketing mediums co-create value.
Citation:
Kelley Cours Anderson, Hans Hansen, and Debra A. Laverie (2019) ,"The Path From Innovative Marketing Medium to Value-Creation: an Experience in Virtual Reality", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 433-437.
Authors
Kelley Cours Anderson, Texas Tech University, USA
Hans Hansen, Texas Tech University, USA
Debra A. Laverie, Texas Tech University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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