Purpose This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda....

This paper proposes a research model for investigating the effect on fan satisfaction and fan loyalty of the three dimensions of the customer engagement construct on Mobile Instant Messaging Apps when they are used as Engagement Platforms in a conversational marketing approach. To test the...