New Media Technology Market Emergence: the Implication of Imagination Processes
This study investigates how virtual reality (VR)-content emerges and builds the market. We follow the early mobilization of VR-content among multiple actors within the market. Findings reveal that different forms of imagination among multiple actors drive the growth of VR-content. Imagined market futures contain both positive and negative implications.
Kelley Cours Anderson (2020) ,"New Media Technology Market Emergence: the Implication of Imagination Processes ", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 188-189.
Kelley Cours Anderson, Texas Tech University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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