A Study on Effectiveness of Extended Reality XR Tools in Integrated Marketing Communications Special Focus on Fashion Industry

Abstract

With growth of global competition, businesses are continuously implementing their newlinemarketing communication strategies that excites, involve and inspires their audiences, newlinepotentially through immersive experiences. While technical advancements and newlinegrowth of internet has opened a new door of Digital Marketing for marketers, a newlinechallenge has evolved to make optimum use of technology to provide ease to the newlineaudiences and to convert them to prospects. Extended Reality (XR) is a growing newlineconcept, which is an umbrella term that consists of Augmented Reality (AR), Virtual newlineReality (VR) and Mixed Reality (MR), often known as Hybrid Reality (HR). XR newlineevolved from gaming industry and now being widely used for businesses mainly for newlineAdvertisements, Sales Promotions, Digital presence and Navigations, Point of Purchase newlineand Point of Sales, Product and Service Experience and Live Demonstration, Virtual newlineWalkthrough and e-events, After Sales Services and Self-Help platforms. newline newlineWhile many independent research has been conducted on AR, VR and MR, A study on newlinemeasuring effectiveness of XR as a whole for Integrated Marketing Communications newline(IMC) was still a grey area. So far, no concrete link between XR effectiveness and newlinevarious audience centric stages such as Attention, Engagement, Experience, newlineAssociation, Retention and Recall has been researched upon.Based on literature review a research gap raised a need to conduct present research with newlineresearch objectives as (1) To study audience s experience about XR at various audience newlinecentric stages such as Attention, Engagement, Experience, Association, Retention and newlineRecall. (2) To study and measure benefits and associated threats of using XR (3) To newlinestudy acceptance, preference and relevance of XR for immersive product experience newlineover physical and traditional photograph-based product experience. (4) To study and newlinemeasure effectiveness of XR. (5) To study and measure effect of XR based IMC tools newlineat various audience centric stages such as Attention, Engagement, Experience, newlineAssociation, Retention and Recll