Visualizing Big Data with augmented and virtual reality: challenges and research agenda

PurposeThis paper aims to advance the international marketing debate by presenting the results of a structured literature review (SLR) focusing on Big Data implementation in customer relationship management (CRM) strategizing. It outlines past and present literature and frames a future research agenda.Design/methodology/approachThe research analyzes papers published in journals from 2013 to 2020, deriving significant insights about Big Data applications in CRM. A sample of 48 articles indexed at Scopus was preliminarily submitted for bibliometric analysis. Finally, 46 papers were analyzed with content and a bibliometric analysis to identify areas of thematic specializations.FindingsThe paper presents a conceptual multilevel framework demonstrating areas of specialization emerging from the literature. The framework is built around four coordinated sequences of actions relevant to “why,” “what,” “who” and “how” Big Data is implemented in CRM strategies, thus supporting the conception and implementation of an internationalization marketing strategy.Research limitations/implicationsImplications for the development of the future research agenda on international marketing arise from the comprehension of Big Data in CRM strategy.Originality/valueThe paper provides a comprehensive SLR of the articles dealing with models and processes of Big Data for CRM from an international marketing perspective. Despite these issues' relevance and the increasing literature focused on them, research in this area is still fragmented and underexplored, requiring more systematic and holistic studies.

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Unlabeled facial expression capture method in virtual reality system based on big data

International Journal of Information and Communication Technology ◽

10.1504/ijict.2021.10037614 ◽

2021 ◽

Vol 18 (3) ◽

pp. 261

Author(s):

Feng Gao

Keyword(s):

Virtual Reality ◽

Big Data ◽

Facial Expression ◽

Virtual Reality System ◽

Capture Method

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Virtual reality and gamification in marketing higher education: a review and research agenda

Spanish Journal of Marketing - ESIC ◽

10.1108/sjme-01-2020-0013 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Sandra Maria Correia Loureiro ◽

Ricardo Godinho Bilro ◽

Fernando José de Aires Angelino

Keyword(s):

Higher Education ◽

Virtual Reality ◽

Research Agenda ◽

Research Field ◽

Future Research ◽

Research Topics ◽

Content Type ◽

Education Experience ◽

Future Research Agenda ◽

Search Terms

Purpose The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda. Design/methodology/approach A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles. Findings From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research. Originality/value There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.

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