Current Issue Summary
September 2024 (Vol. 64, Issue 3)

Immersive Advertising through Co-Creation: Lessons from the Visitor Economy How to Enhance Experiential Competitiveness With an “Attract, Convert, and Delight” Strategy
In this study, researchers explore the use of immersive technologies in advertising, focusing on how businesses can leverage them to enhance customer experiences and engagement. The study examines the application of virtual reality, augmented reality and mixed reality in creating immersive advertisements that blur the boundaries between the physical and virtual worlds. Researchers highlight the potential of these technologies to transform marketing strategies, customer relationships and decision-making processes by providing highly interactive and personalized experiences. The study also discusses the importance of understanding users’ perceptions and mental imagery in the virtual environment to optimize the effectiveness of immersive advertising.

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