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.



Citation:

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.

Authors

Kelley Cours Anderson, Texas Tech University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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