The Impact of Extended Reality (XR) in the Future of Advertising

Abstract

Extended reality (XR) technology has the potential to revolutionize the way advertising is delivered and consumed. However, the current state of research on the use of XR in advertising is fragmented and lacks a comprehensive synthesis of the literature. In this systematic review, we analyze the existing research on the impact of XR on advertising and provide insights into its future potential. Our results indicate that XR advertising has the potential to increase consumer engagement, brand awareness, and purchase intent, but also poses challenges related to cost, accessibility, and user experience. We conclude by discussing the implications of our findings for the future of advertising and highlighting areas for future research.