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Beyond the Screen: How Immersive Technologies Are Reshaping Marketing examines how virtual reality, augmented reality, mixed reality, the metaverse, and related immersive technologies are transforming the way consumers experience brands, products, services, and marketplaces. Moving beyond screen-based communication, the book shows how immersive environments make marketing increasingly spatial, multisensory, interactive, and participatory, allowing consumers not simply to view brand messages but to enter, explore, and shape branded experiences.
Organised into three parts, the volume first establishes the foundations of immersive marketing, including VR, AR, MR, and the metaverse. It then explores how immersion reshapes the consumer journey through virtual storytelling, branded worlds, psychological presence, and AR-enabled retail experiences. The final part addresses the strategic, ethical, and societal challenges of immersive marketing, including privacy, surveillance, accessibility, inclusion, brand strategy, and the future of immersive commerce. Combining current scholarship with case studies, practical insights, reflection questions, and future-oriented discussion, the book offers a comprehensive guide for researchers, students, educators, and practitioners seeking to understand when, why, and how immersive technologies can create meaningful and responsible consumer and marketing value.
Mai Nguyen is a Senior Lecturer in Marketing and Co-Director of the Insight Lab at Griffith Business School, Griffith University, Australia. Her research focuses on digital marketing, consumer behaviour, innovative technologies, customer experience, and sustainability. She has extensive research, teaching, and editorial experience in technology-enabled marketing and consumer engagement.
Yunen Zhang is a Lecturer in Marketing at the Singapore University of Social Sciences, Singapore. His research focuses on emerging technologies in marketing, including immersive technologies, generative AI, digital persuasion, and consumer behaviour. His work examines how new technologies reshape consumer experiences, decision-making, and brand–consumer relationships.
Part I. Foundations of Immersive Marketing
Chapter 1. The Immersive Turn in Marketing; Van Canh Vu, Quang Anh Nguyen, Thuy Dieu Vu, Mai Nguyen, and Yunen Zhang
Chapter 2. VR, AR, and MR: What Marketers Need to Know; Chengzi Jiang and Mai Nguyen
Chapter 3. The Rise of the Metaverse as a Marketing Platform; Md. Abdul Alim, Md. Mahbubar Rahman, Tusher Ghosh, and Mai Nguyen
Part II. Designing Immersive Consumer Experiences
Chapter 4. Immersion and the Consumer Decision Journey; Sazu Sardar, Rudrendu Ray, Ahsanul Ahmed, Mai Nguyen, Sara Quach, and Park Thaichon
Chapter 5. Virtual Storytelling and Branded Worlds; Enkh-Amgalan Tseveen-Ochir, Nhung Trinh, Mai Nguyen, and Yunen Zhang
Chapter 6. Psychological Impact of Immersion; Phuong Duong, Ngoc Huyen Le, Nhung Trinh, Mai Nguyen, Yunen Zhang, and Hongwei Yang
Chapter 7. From Try-On to Buy-On: AR in Physical Retail; Shuangting Bian, Nhung Trinh, Mai Nguyen, Yunen Zhang, and Shouyong Yi
Part III. Challenges, Ethics, and Future Directions
Chapter 8. Data Privacy, Consent, and Surveillance in Immersive Environments; Phuong Duong, Ngoc Huyen Le, Nhung Trinh, Mai Nguyen, Yunen Zhang, and Hongwei Yang
Chapter 9. Accessibility and Inclusion in Immersive Marketing; Sheikh Rahman, Mai Nguyen, and Yunen Zhan
Chapter 10. Brand Strategy in Immersive Environments; Chengzi Jiang and Mai Nguyen
Chapter 11. The Future of Immersive Commerce; Xiaotian Liu, Danni Sun, Mai Nguyen, and Yunen Zhang
Chapter 12. Marketing in a Multi-Sensory World; Kexin Zhu, Mengying Qi, Mai Nguyen, and Yunen Zhang