Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing

Marketing managers strive to build branded experiences that both excite and engage their customers in novel ways order enhance attitudes encourage positive behaviors towards brands. As it offers immersive interactive encounters, Virtual Reality (VR) technology is a promising tool for create these experiences, evidenced by increasing successful VR marketing applications. Yet, the literature little guidance on how can be strategically designed favorable customer perceptions, attitudes, behaviors. Based five semi-structured focus groups of 27 consumers, this article constructs framework deconstructs into narrative social interactions optimize strategic outcomes. An experimental study validates findings after which practical recommendations maximize success branding campaigns future research agenda provided.