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This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence perceptions and behavioral intentions.

In total, 403 potential tourists participated in a self-administered online survey after they watched a randomly assigned VR tour. The Lavaan package in R software was used to conduct structural equation analysis and examine the proposed theoretical framework.

The results reveal that media content consisting of informativeness, aesthetics and novelty was positively related to users’ sense of presence in a VR tour. The effect of media content on presence was partially mediated by emotional arousal.

Managers and VR designers can create an emotive virtual tour that contributes to the user’s sense of presence to promote attraction to the target destination. The VR content needs to be informative, aesthetic and novel, which can excite users during the VR tour, portray virtual destinations clearly and eventually influence potential tourists’ visit intentions.

Research on the emotional mechanism to generate presence is still in its infancy. This study integrates presence theory into a conceptual framework to explore how media content influences presence and decision-making through the emotional mechanism.

The purpose of the present research was to examine the effects of content, spatial, temporal and social presences stimulated by augmented reality (AR) technology on game enjoyment and continuing behavioral intention.

A total of 355 mobile AR game players participated in an online survey posted via the nationwide crowdsourcing web service in the US. A structural equation modeling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.

Results of structural equation modeling revealed the mechanism through which multiple dimensions of presence on the mobile AR game generated positive effects on consumer responses and showed the effects of four dimensions of presence stimulated by the AR technology on game enjoyment, performance and behavioral intention. Content, spatial, temporal and social presences are integrated to create a sense of realness. These dimensions of presence simultaneously increased game enjoyment that influenced the perceived game performance, commitment to it and ultimately the intention to play other mobile AR games.

Although AR technology brings a unique experience to the game player, research on the effects of its use in mobile games on consumer responses is currently limited. The results of this study add value to the existing mobile game literature and provide practical insights for mobile game service providers on how to enhance players’ game enjoyment and continuing behavior.

The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.

Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.

The findings underscore the significance of the virtual store environment and online trust in shaping impulsive buying behaviors within the metaverse retailing setting. Theoretically, this study elucidates the impact of virtual store atmosphere and trust on impulsive buying within a metaverse retail setting.

From the findings of the study, because of the importance of virtual shop content, practitioners must address its role in impulse purchases via affective online trust. The study’s findings are likely to help retailers strategize and improve their virtual store presentations in the metaverse.

The discovery adds to the understanding of consumer behavior in the metaverse by probing the roles of virtual store atmosphere, online trust and impulsive buying.

The aim of this paper is twofold: to provide empirical evidence of the knowledge-sharing process within virtual communities interested in war heritage sites and to compare user-generated content (UGC) in virtual communities with destinations’ official communication about war heritage sites to identify, original and consumer-oriented narratives.

This study uses field research to investigate selected war heritage sites and to assess the destinations’ on-site communication; in-depth interviews to learn about the destination marketing organizations’ approaches to communication; and netnography with content analysis of text and pictures to evaluate the online knowledge shared within virtual communities on the investigated war heritage sites. A comparison between users-generated content and official destination management organizations’ (DMOs) communication was carried out.

The results show that the destinations under investigation have invested significantly to develop war heritage tourism, but they still struggle to attract tourists. The comparison between DMOs communication narratives and users-generated content shows that DMOs fail to use emotional involvement and accurate historic knowledge which seems to be at the basis of UGC narratives. Indeed, history passionates posts, pictures, comments and exchanges are emotionally engaging and DMOs could benefit from the user-generated content approach to improve institutional communication on war heritage sites.

Further studies could survey history passionates, both online and offline, as to better explore the relationship between contributing to virtual communities’ content and visitation patterns of war heritage sites. Incorporating more emotionally engaging narratives, DMOs could enhance their communication and create virtual spaces where knowledgeable tourists can share information and experiences.

This paper contributes to the understanding of online knowledge sharing in the context of war heritage tourism. The comparison between UGC in virtual communities and official destinations’ narratives shows the potential of spontaneous knowledge sharing versus structured online communication and how the latter could benefit UGC.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

Virtual tourism has risen, especially after the global pandemic Covid-19. In the days of lockdown, virtual tours got one of the highest views online, and people satisfied their craving for travelling by experiencing virtual tourism. As destinations reopen themselves, domestic tourism is on the rise in India. Social media channels like YouTube have become the most watchable platforms to experience new ways of travelling among Indians and getting motivated by videos or reels. Virtual tours have given a further boost to the rebuilding of the brand image of these destinations. The study follows the example of a social media YouTube influencer who, through their web content and videos, promotes Indian destinations uniquely and interestingly. The study proposes various triggers that make people travel after watching influencers' videos and getting inspired to explore India from new perspectives and travel smartly. The study would reflect and showcase how effective the influencers are in bringing practical tourism to their proposed destinations by analysing their channel traffic and people engagement tools and how destinations could benefit from them by understanding the attributes that attract global audiences. The study will likely increase awareness of the importance of virtual tourism influencers in brilliant destination branding and smart travelling.

The case is related to strategy of innovation, strategic marketing and brand valuation.

The case consolidates techniques and methodologies of businesses that demonstrate use of technology and innovation to attain competitive edge. It is appropriate for Master's, executive level programme and advance specialized courses of strategy and entrepreneurship. Introductory classes on basics of strategy and information technology will be value add for students.

In the growing digital era of virtualization, the businesses are depended on technology to facilitate their multiple operations. Virtual events of conference and exhibition provide broad opportunity to connect and collaborate in real time across the globe. The case discussion applies to potential use of virtual platform as a collaborative tool to achieve business objectives. This case highlights the strategic decision making by an IT company – VSL, regarding product migration and services diversification. It focuses on considering the appropriate strategy of innovation and to make the right decisions. Strategy of innovation and marketing techniques applied by VSL management to sustain in the competitive environment describes the essence of the case. The case is written with the objective to enhance user conceptual understanding through VSL brand valuation and international strategic alliance with 6Connex.

The case familiarises the students with the complexities and challenges involved in a real business environment and put emphasises on the role of played by management for effective decision making. The case helps students to comprehend the relevance of innovation to achieve competitive edge. The case provides an opportunity of exposure to students so that they can understand the key elements of efficient marketing, strategy of innovation and brand valuation. (Elaborate teaching objectives are appended in the teaching note.)

Teaching notes.

The purpose of this paper is to present the process of building a model that identifies criteria that determine the quality of virtual postgraduate programs. In the Colombian context, there are no national criteria/standards to evaluate the quality of this type of program. This proposed model is implemented in a public university that has several virtual postgraduate courses within the framework of university autonomy.

This study implements a descriptive methodology through documental research based on the study of 414 documents and the analysis of 39 and research based on the design of the proposal of a quality model, its validation by experts and its application in the academic community of a public university that has virtual postgraduate courses.

The results are presented in a structure composed of 10 quality factors: coherence between programs, virtual methodology and institutional horizon; attention to students; characteristics of author teachers, virtual teachers and researchers; academic, curricular and learning processes; research, knowledge generation and production; the relationship with the environment; articulation and impact; need satisfaction and ability to generate innovation processes; internationalization, alliances and insertion in scientific and global networks; and technological resources and production of virtual contents, among others.

This model can be prospectively incorporated into processes that have adapted online training elements in health emergency contexts.

This model combines theoretical and practice aspects and the validation of experts, which contributes to the reflection on the quality of virtual programs, with criteria different from those proposed for face-to-face and distance programs.

Even though the model resulting from this inquiry responds to the situated context of a particular virtual academic program, the research perspective may be oriented to perform longitudinal studies of its implementation, as well as its adaptation to other situated contexts, including those that make use of virtual processes and means of remote education. On the other hand, it provides elements to be taken into account in the construction of educational policies on the quality of virtual programs and future research.

This paper is the result of a research project and its content is original.

Collaborative virtual environments (CVEs) have become increasingly popular in educational settings and the role of 3D content is becoming more and more important. Still, there are many challenges in this area, such as lack of empirical studies that provide design for educational activities in 3D CVEs and lack of norms of how to support and assess learning in with such technology. The purpose of this paper is to address these challenges by discussing the use of a 3D CVE in a university course for three years and suggesting practical guidelines based on the data from observations.

The main research question of the discussion in this paper is: How to facilitate learning by means of educational visualizations in 3D CVEs? The authors discuss data from several explorative case studies conducted within the Cooperation Technology course at the Norwegian University of Science and Technology. In these case studies, the authors focused on a particular type of collaborative work with 3D content – educational visualizations. Groups of students were asked to build creative visualizations of a certain topic (e.g. a research project or a curriculum topic) and present the construction to the public. The data were collected from the direct observation of students' activities online, virtual artefacts, such as chat log and 3D constructions, and users' feedback in a form of group essays or blogs.

Following the analysis of these data, the authors introduce an original methodology for facilitating collaborative work with 3D content in an educational context and provide a characterization framework – Typology of 3D Content and Visualization Means, which can be used together with the methodology for analysing constructions in 3D CVEs. Constructionism and social constructivism were used as a theoretical grounding.

Although the research method applied has certain limitations related to the settings of the conducted studies, such as observing the same course each year and impossibility of having a control group, this research still provides important insights, as it identifies overall tendencies in conducting educational activities in 3D CVEs.

The suggested methodology was developed for teachers, instructors, and technicians. It can be used as a guideline for organizing educational activities using collaborative work with 3D content.

Results of the authors' research indicate that the methodology suggested in the paper benefits structuring and planning of educational visualizations in 3D CVEs. It can be considered as a contribution to the field, as it helps to fill the gap in practical guidelines for the advanced use of 3D CVEs in educational settings.

With the growth of the internet, more attention is being paid to new uses of the internet. This study examines loyalty to ‘virtual communities’ that internet users participate in. A research model is developed to describe the relationship between website evaluation factors and virtual community loyalty. Results are consistent with the predictions of the model.