Export Publication

The publication can be exported in the following formats: APA (American Psychological Association) reference format, IEEE (Institute of Electrical and Electronics Engineers) reference format, BibTeX and RIS.

Export Reference (APA) 
Ferreira, M. M., Loureiro, S. M. C. & Pereira, H. (2020). The role of virtual reality and artificial intelligence in marketing relationship communications. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 981-983). Seoul: Global Alliance of Marketing and Management Associations.
Export Reference (IEEE) 
M. M. Ferreira et al.,  "The role of virtual reality and artificial intelligence in marketing relationship communications", in 2020 Global Marketing Conf. at Seoul Proc., Seoul, Global Alliance of Marketing and Management Associations, 2020, pp. 981-983
Export BibTeX 
@inproceedings{ferreira2020_1716236724111,
	author = "Ferreira, M. M. and Loureiro, S. M. C. and Pereira, H.",
	title = "The role of virtual reality and artificial intelligence in marketing relationship communications",
	booktitle = "2020 Global Marketing Conference at Seoul Proceedings",
	year = "2020",
	editor = "",
	volume = "",
	number = "",
	series = "",
	doi = "10.15444/GMC2020.07.06.02",
	pages = "981-983",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Seoul",
	organization = "GAMMA",
	url = "http://gmcproceedings.net/html/sub3_01.html"
}
Export RIS 
TY  - CPAPER
TI  - The role of virtual reality and artificial intelligence in marketing relationship communications
T2  - 2020 Global Marketing Conference at Seoul Proceedings
AU  - Ferreira, M. M.
AU  - Loureiro, S. M. C.
AU  - Pereira, H.
PY  - 2020
SP  - 981-983
SN  - 1976-8699
DO  - 10.15444/GMC2020.07.06.02
CY  - Seoul
UR  - http://gmcproceedings.net/html/sub3_01.html
AB  - Virtual Reality (VR) and Artificial Intelligence (AI) have benefited from a constant presence in the front stage of the top technological breakthroughs due to their potential contribution in the Marketing field. This growing interest to understand the potential of VR and AI and as a new way to attract customers and enrich their experiences led to this study. Using the Integrated Marketing Communications concept, the final goal is to discuss the extent to which experiences using Virtual Reality and Artificial Intelligence may impact a customer experience in three different points of the customer journey: pre-purchase (brand associations), purchase (intention) and post- purchase stage (brand loyalty).
ER  -