Developments in e-commerce have revolutionized the way consumer experiences can be
designed. Social media, influencers and streaming platforms create a social presence, and …

It is not surprising that managers find it hard to distinguish similar-sounding, IT-based
concepts such as augmented reality and virtual reality. To many, all of these constructs …

Conclusion As people increasingly spend their time and money inside virtual space, brands
will use the same technology--virtual and augmented reality and artificial intelligence--to …

This chapter is aimed at describing what virtual reality is and makes virtual reality
experiences unique. We define the main dimensions of virtual reality, putting emphasis on …

Augmented Reality (AR) applications have been on the rise with virtual “try-before-you-buy”
experiences ranging from previewing furniture and products in your home with everyday …

The increasing number of VR applications changed significantly the landscape of marketing
(communication) strategies. Consumers are no longer naive shoppers, but are offered …

In the information explosion era, consumers are now better informed about different products
and services than ever. It becomes increasingly challenging for every marketer to cater to …

In the rapidly evolving landscape of digital marketing, Virtual Reality (VR) and Augmented
Reality (AR) have emerged as transformative tools, reshaping strategies and consumer …