Please use this identifier to cite or link to this item: http://elar.urfu.ru/handle/10995/126883
Title: The Impact of Extended Reality (XR) in the Future of Advertising
Authors: Eissa, A.
Issue Date: 2023
Publisher: Издательство Уральского университета
Citation: Eissa A. The Impact of Extended Reality (XR) in the Future of Advertising / A. Eissa // Стратегии развития социальных общностей, институтов и территорий : материалы IX Международной научно-практической конференции, Екатеринбург, 17–18 апреля 2023 г. : в 2-х томах. — Екатеринбург : Издательство Уральского университета, 2023. — Т. 1. — С. 105-109.
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.
Keywords: DIGITAL ENTERPRISE
CLOUD PLATFORMS AS A SERVICE
AUGMENTED REALITY
EXTENDED REALITY
CUSTOMER EXPERIENCE
METAVERSE
ADVERTISING
MARKETING
URI: http://elar.urfu.ru/handle/10995/126883
Conference name: IX Международная научно-практическая конференция «Стратегии развития социальных общностей, институтов и территорий»
Conference date: 17.04.2023–18.04.2023
RSCI ID: https://elibrary.ru/item.asp?id=54639210
ISBN: 978-5-7996-3719-4
978-5-7996-3720-0 (т. 1)
Origin: Стратегии развития социальных общностей, институтов и территорий. Т. 1. — Екатеринбург, 2023
Appears in Collections:Конференции, семинары, сборники

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