 Brand Engagement Through Augmented Reality and Extended RealityPurvi Makwana ()
A chapter in Marketing in a Digital World, 2026, pp 3-24 from Springer Abstract: Abstract Augmented Reality (AR) and Extended Reality‚ (XR) are changing the way brands engage with their customers. This change is coming due to the‚way immersive and interactive experiences are being delivered. With them, the blurry line of digital and physical worlds allows brands to create unique‚ customer-specific material with AR and XR technologies leading to greater customer engagement and retention. Through immersive and/or virtual experiences overlayed in the real, brands can create deeper emotional‚ connections, increase awareness and drive active engagement. Such technologies allow consumers to experience products in real time, which can deliver better informed decision‚ making as well as driving enjoyment. The two, augmented reality and extended reality combined, are incredibly useful tools that are capable of changing the‚way a business tells its story, makes an impact and connects with its consumers in new ways. Keywords: Augmented reality interactivity; Consumer brand engagement; Brand authenticity; Social presence; Self-congruence (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6505-4_1 Ordering information: This item can be ordered from DOI: 10.1007/978-981-95-6505-4_1 Access Statistics for this chapter More chapters in Springer Books from Springer |
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