Balancing technology and human interaction in virtual exhibition design: a systematic review of feasibility standards for product promotion

This systematic literature review (SLR) synthesizes current evidence on the feasibility of virtual exhibitions (VEs) for product promotion, with a focus on key dimensions of utility, usability, and user-exhibitor interactivity.Following PRISMA guidelines, 29 empirical studies published between 2019 and 2021 were identified from six academic databases and analyzed using narrative synthesis.The review found that an effective VE should meet 11 sub-standards across two main categories These criteria were in turn applied thematically to the selected data with special reference to making a VE both implementable as well as appearing 'real': (1) utility and usability, including factors such as tool sophistication, virtual space design, product display, effectivity, learnability, satisfaction, and memorability; and (2) user-exhibitor interactivity, including virtual assistance, conversational features, social presence, and psycho-linguistic factors.The findings highlight the importance of balancing technological features with both the user experience and humanistic interaction in VE design.However, more research is required to explore the long-term impacts and economic viability of VEs, as well as the role of emerging technologies such as artificial intelligence (AI).Practical implications and future research directions such as an investigation into AI's contemporary cultural appropriateness for the Indonesian social context are raised.