Customer Engagement and Virtual Reality: A Review and Future Research Agenda

Faculty / School

School of Business Studies (SBS)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Document Type

Book Chapter

Publication Date

8-26-2025

Author Affiliation

  • Dr. Zeeshanullah is Assistant Professor Marketing - SBS at IBA Karachi

Book or Conference Proceedings Title

Customer Engagement and Digital Business

ISBN/ISSN

9781003508083

Editor(s)

Jamid Ul Islam

Series

Routledge Studies in Marketing

First Page

190

Last Page

212

Publisher

Routledge

Place of Publication

London

Keywords

Customer Engagement, Virtual Reality, Augmented Reality

Abstract / Description

Research on customer engagement has increasingly developed in recent years. With technological solutions' rapid growth and active participation in businesses like virtual and augmented reality, understanding customer engagement mechanisms has attracted scholarly and practitioners’ attention. Based on a systematic literature review and deeper analysis of 36 peer-reviewed scientific articles grounded in virtual reality settings, we explored theoretical, contextual and methodological choices adapted in these articles to provide incremental insights and develop future research directions that help customer engagement scholarship to move the field forward through technological advancements.

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