Abstract
Immersive technologies are gaining popularity and attracting millions of users. Businesses are using immersive technologies for advertising purposes to influence consumer behavior. Stemming from an experiential marketing framework, this paper conceptualizes immersive advertising by integrating three prevailing theories and bringing examples from five visitor industries—in South Korea, Saudi Arabia, and Singapore; at the Coachella Valley Music and Arts Festival (United States); and on Emirates Airline (United Arab Emirates). Immersive advertising provides opportunities for businesses to engage with customers in a unique and immersive way through stimulated presence and mental imagery, ultimately increasing brand awareness and driving sales. The proposed immersive advertising strategy for enhancing competitiveness consists of three pillars: attract, convert, and delight.
- Immersive technology
- visitor economy
- experiential marketing
- presence
- mental imagery
- immersive advertising
- Received June 29, 2023.
- Received (in revised form) November 21, 2023.
- Accepted December 18, 2023.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 3
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- Article
- Abstract
- Management Slant
- INTRODUCTION
- IMMERSIVE TECHNOLOGIES AND ADVERTISING IN THE VISITOR ECONOMY
- IMMERSIVE ADVERTISING IN THE VISITOR ECONOMY: EXPLORATORY VIGNETTES
- DISCUSSION: IMMERSIVE ADVERTISING—LESSONS FROM THE VISITOR ECONOMY
- FUTURE RESEARCH AGENDA FOR IMMERSIVE ADVERTISING
- CONCLUSIONS
- ABOUT THE AUTHORS
- REFERENCES
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