Immersive Product Demonstrations Through Metaverse Technology

Animesh Kumar Sharma () and Rahul Sharma ()
Additional contact information
Animesh Kumar Sharma: Lovely Professioinal University, Mittal School of Buisness
Rahul Sharma: Lovely Professioinal University, Mittal School of Buisness

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 115-136 from Springer

Abstract: Abstract By combining immersive technologies like virtual reality (VR), augmented reality (AR), and three-dimensional (3D) virtual environments, the metaverse is transforming product displays. This chapter looks at how companies are using these tools to make immersive, captivating product demonstrations that give customers realistic, interactive experiences. The study employed VOSviewer to examine research trends in the field and the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) technique to thoroughly investigate the body of existing literature data from 1994 to 2024. The chapter conducted a thorough analysis to examine how immersive product presentations in the metaverse are changing user engagement, customer behaviour, and conventional marketing tactics. This study emphasises how immersive visualisation influences purchase decisions by showcasing significant technical developments and case studies from a variety of industries, including real estate, automobile, and fashion. The chapter also covers the difficulties that organisations encounter, like the expense of using immersive technologies and possible privacy issues. Insights into potential future study areas are provided in the chapter's conclusion, with an emphasis on how these technologies may be further leveraged to enhance customer experiences and company outcomes in the digital marketplace.

Keywords: Immersive product demonstrations; Immersive technology; Virtual product demonstration; Virtual reality; Augmented reality; Immersive visualization 3D virtual worlds; 3D modelling (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-95-7809-2_8

Ordering information: This item can be ordered from
http://www.springer.com/9789819578092

DOI: 10.1007/978-981-95-7809-2_8

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().