The Role of Immersive Technologies in Contemporary Luxury Consumer Behavior: The Conceptual Framework and Research Agenda

Kush Mehta (), Damini Goyal Gupta and Varsha Jain ()
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Kush Mehta: MICA
Damini Goyal Gupta: Flame University
Varsha Jain: ESSCA School of Management

A chapter in Marketing in a Digital World, 2026, pp 45-71 from Springer

Abstract: Abstract Immersive technologies are reshaping how luxury consumers perceive, evaluate, and engage with brands. While luxury has long emphasized exclusivity and emotional resonance, tools such as augmented reality, virtual reality, mixed reality, 3D design, artificial intelligence, and blockchain now add new layers to this experience. Despite rapid adoption by leading luxury houses, existing research lacks a coherent view of how these technologies influence luxury consumer behavior across psychological, experiential, and cultural dimensions. This chapter addresses that gap by proposing a conceptual framework and presenting insights from a systematic literature review (SLR) of 201 studies published between 2015 and 2025. The review follows the PRISMA protocol, ensuring rigor in identifying, screening, and analyzing relevant scholarship. The findings converge around four themes: enhancing consumer experiences, managing consumer knowledge, advancing sustainability, and driving interactive digital transformation. The framework highlights how immersive technologies shift consumers from passive observers to active participants who co-create meaning, personalize experiences, and shape brand value. Key contributions include an integrated understanding of immersive tools in luxury contexts, a mapping of emerging scholarly trends, and the identification of research gaps related to identity, ethics, sustainability, and cross-cultural differences. The chapter offers a research agenda that encourages further exploration of these areas. By situating immersive technologies within luxury's evolving landscape, this study informs both academic theory and managerial practice, clarifying how digital innovation can preserve heritage while redefining luxury engagement for new generations.

Keywords: Artificial Intelligence; Augmented Reality; Consumer behavior; Digital transformation; Immersive technologies; Metaverse; Luxury consumers; Mixed reality; Virtual reality (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-6505-4_3

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