Implications of VR, AR, and XR in Marketing Practices: A Descriptive Literature Review

Jangyash Kumar Rout () and Abhishek Kumar ()
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Jangyash Kumar Rout: Odisha State Open University (OSOU), Assistant Professor (Contractual)
Abhishek Kumar: KIIT Deemed to be University, Professor, KIIT School of Management

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 271-297 from Springer

Abstract: Abstract When technologies are undergoing rapid advancement in the present era it's evident that the corporate sector and the people around the globe would look for advanced technological features. Specifically, the increasing adoption of Augmented Reality (AR), Virtual Reality (VR), and Extended Reality (XR) help the corporate sector simplify organizational practices and allow people to experience more effective technology features. The focus of the research paper is to conduct a thorough descriptive review of the implications of AR, VR, and XR in the marketing area. To perform the descriptive review a total of 92 articles were located that are further classified and analyzed to find out the various implications of the technologies in improving the marketing performance in organizations. By conducting the descriptive review, it is found that most of the articles were published between 2000 and 2024. This shows the increasing interest of researchers in researching the implications of the marketing area. It was also found that AR, VR, and XR technologies are highly supportive of increasing customer experience and customer satisfaction by providing them with reality-based experiences about the products and services that help them make better purchase decisions.

Keywords: Augmented reality; Virtual reality; Extended reality; Marketing; Experiential marketing; Customer experience (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-95-7809-2_16

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DOI: 10.1007/978-981-95-7809-2_16

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