VR and AR in Vietnam: Theoretical Foundations and Marketing Applications

Thuy Trang Thi Pham and Xuan Vinh Vo

Chapter 11 in The Vietnamese Economy and the Fourth Industrial Revolution, 2026, pp 269-286 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This study examines the incorporation of virtual reality (VR) and augmented reality (AR) in enhancing customer interaction and marketing strategies, emphasizing Vietnam’s rapidly evolving digital landscape. The theoretical framework incorporates multisensory integration, psychological theories (flow theory and situated cognition theory), and neurophysiological mechanisms. Grounded in Gibson’s work, multisensory integration explores how visual, auditory, and haptic stimuli heighten user immersion in VR environments. Psychological theories highlight how flow and contextual learning foster deeper user interaction, while neurophysiological studies utilize tools like EEG and GSR to understand cognitive and emotional engagement. The paper also discusses practical applications of VR/AR in Vietnam’s marketing sector, particularly across the pre-purchase, purchase, and post-purchase phases. With a focus on Vietnam’s National Digital Transformation Program and infrastructure developments, the study identifies the key opportunities and challenges in AR/VR adoption, offering insights into the future of these technologies in Vietnam’s consumer market.

Keywords: Vietnamese Economy; Fourth Industrial Revolution; Marketing; Behavioral Economics; Tourism; Management; Consumer Behavior; Ethical Leadership; Female Leadership; Work Motivation; Microfinance; Remittances; Digital Transformation; Business Management Strategies; Globalization; Industrialization (search for similar items in EconPapers)
JEL-codes: P2 (search for similar items in EconPapers)
Date: 2026
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