IMMERSIVE MARKETING: EXPLORING THE IMPACT OF VIRTUAL AND AUGMENTED REALITY ON CONSUMER BEHAVIOR AND BRAND ENGAGEMENT

Abstract

Consumer marketing trends have been entirely transformed by quick advancements in AR and VR technologies because these advancements introduced contemporary customer engagement systems together with impact-driven immersive experiences. The research analyzes how VR and AR technologies affect consumer actions and brand involvement through their impact on mental encounters between consumer emotions that drive purchase decisions. The researchers merged two analysis strategies which united consumer survey findings with primary evidence obtained from marketing participants using VR and AR technologies. AR and VR technology develops stronger brand recognition to create more favorable customer relationships and leads to modified brand choice processes among consumers. An examination of VR and AR marketing effectiveness crucial aspects investigates consumer personality types along with their motivational factors and their experience with technology systems. The study provides valuable insights to help marketing professionals who intend to implement VR and AR technology in experience development. The research applies consumer marketing concepts to explore brand-experiencer relationships transformed through VR and AR which provides marketing foundation for future implementations.