Shih-Hao Lu, Huyen Thi Thanh Tran, Thanh-Sang Ngo and Chen-Hao Huang
Given the growing use of virtual reality (VR) technology in marketing, our research focuses on the development trajectory of research in the marketing field from 2012 to 2022 to…
Abstract
Purpose
Given the growing use of virtual reality (VR) technology in marketing, our research focuses on the development trajectory of research in the marketing field from 2012 to 2022 to identify essential phases and sub-trends within this topic.
Design/methodology/approach
This study employs a main path analysis (MPA) methodology to analyze academic articles related to VR in marketing from the Web of Science database.
Findings
The research on VR in marketing has experienced significant growth over the past 10 years and is projected to continue thriving in the future. During the past decade, research in this field has transitioned from exploring VR affordances in marketing to realizing the potential of VR in marketing. From the information systems perspective, the three primary research trends that have garnered the most attention from researchers are VR technology as an artifact, marketers’ motivational approach and consumers’ motivational approach. With the continual advancement of VR technology, the research trend of Metaverse marketing will gradually displace VR in marketing.
Originality/value
To the best of our knowledge, this is the first research using MPA to explore the development trajectory of VR in marketing and provide a comprehensive picture of it under the Affordance-Actualization theory.
Details
Keywords
This paper aims to provide a deep understanding of rural household livelihoods in the Mekong Delta and to explore how they can cope with climate stressors at the ground level.
Abstract
Purpose
This paper aims to provide a deep understanding of rural household livelihoods in the Mekong Delta and to explore how they can cope with climate stressors at the ground level.
Design/methodology/approach
The paper employs the sustainable livelihood framework at a household and also an individual scale. The general data obtained from a survey of 2,100 households provide an overview of their livelihoods. Qualitative and quantitative methods were adopted, as case studies, to comprehensively assess 100 households in one commune affected by annual floods and an additional 100 households in another commune affected by sea level rises. Livelihood profile analysis is beneficial to identify specific livelihood change patterns that have taken place in these specific cases.
Findings
There are four types of livelihood adaptation to climate stressors: (1) change of structure of agricultural systems, (2) change of employment locations, (3) resettlement with strong impact on livelihoods and (4) out-migration. The household livelihood resources and the local economic structures have significant roles in driving adaptive solutions.
Research limitations/implications
This paper provides detailed profiles of the livelihood change considered as passive adaptation of smallholders in the Mekong Delta.
Originality/value
It contributes to the knowledge of rural households in multiple aspects with regard to how they cope with climate change via reflection on their livelihoods.