Name: M. Mekala, K. Arun Ganessh
Country: India

Year: 2025
Volume: Volume-12, Issue-1 (Jan-June)
Page Number: 114-122
DOI: https://doi.org/10.5281/zenodo.15812634

The integration of Virtual Reality (VR) technology in the automotive industry has transformed marketing strategies by offering immersive and interactive customer experiences. VR enables potential buyers to explore vehicle features, test-drive simulations, and customize models in a virtual environment, significantly influencing purchase decisions. The literature review synthesizes existing research on VR marketing applications in the automotive sector, highlighting key trends, technological advancements, consumer behavior insights, and strategic marketing implications. The review also identifies gaps in current research, particularly in areas such as long-term customer engagement, return on investment (ROI), and cross-cultural effectiveness of VR campaigns. Based on the literature, a future research agenda is proposed, emphasizing interdisciplinary approaches, performance measurement frameworks, and integration of VR with other emerging technologies like AR, AI, and IoT. The article serves as a foundation for scholars and practitioners seeking to understand and optimize VR-driven marketing strategies in the evolving automotive landscape.
Keywords: Virtual Reality (VR), Automotive Marketing, Immersive Technology, Consumer Behavior, Digital Marketing Strategies, Customer Experience, Vehicle Simulation, Technological Innovation, Research Agenda and Literature Review