Digital business ecosystems in the media: VR technology implementation models

The media themes concerning Virtual Reality and the implementation of VR in the media are nearly non-existent in the literature on Digital Business Ecosystems. The authors of this paper attempt to bridge the current academic gap by analyzing the phenomenon of VR implementation in the media in the context of DBE, then characterizing this phenomenon and providing its systematization. The research is based on a multiple-case study method, in which the examples of the market applications of VR in the media were analyzed in terms of DBE. As a result, the authors defined three models of building relations between the media implementing VR and the external entities: the cooperative platform, the internal platform and the partnership-platform model. Finally, the authors point out the possible ways of developing this trend, also in a short view of the social impact of the COVID-19 pandemic.