Immersive Technology and Experiences

This chapter investigates the literature on limited edition products and elucidates both theoretical and empirical aspects of the literature. The review maps the current research domain and reflects avenues for future research in theory development, context, characteristics, and methodology (TCCM) in the two broad areas of limited edition products—limited quantity scarcity (LQS) and limited time scarcity (LTS). The major theories applied in limited edition research are commodity theory, uniqueness theory, reactance theory, and signaling theory, however, an overarching theory that governs the domain of limited edition research remains to be seen. Research has mostly been conducted in the USA and majorly encompasses the fashion and clothing industry, food and beverages, and consumer durables; suggesting ample scope of research in other developed and developing countries and in other industries as well to have a comprehensive understanding of the domain. Although the literature throws out different product-related constructs, brand-related constructs, the distinction between offline and online retailing and their effects on consumer decision-making with regard to limited edition products have not been explored and will be an important step for future researchers. The methods used have largely been quantitative and more specifically experimental. However, deeper insights are needed to understand the subject of limited edition products, both from the business side and consumer side. Hence, qualitative research is required, which will also enable researchers to develop an overarching theory for limited edition products.

Artificial Intelligence is progressively overlapping and getting implanted within diverse organizational processes. On one hand AI delivers innovative, distinctive opportunities in the workplace while simultaneously posing significant challenges on the other (von Wangenheim et al., Technology-enabled service innovation for tomorrow’s society, 2022).

There are numerous studies of selves and individuals’ behavior on the internet. We focus here on the effects of digital consumption on users’ behavior. This review is a contribution to the earlier work on consumer research and digital behaviors We find that human–machine interactions raise multiple theoretical and practical issues. In considering these issues, we question and address the affordances of the metaverse, multiple selves, digital extended self, avatars, and consumers in the metaverse digital environment.

Globally 258 million children do not have access to education due to lack of physical infrastructure and teaching resources. Immersive digital ecosystem i.e., Metaverse has the potential to revolutionize education and overcome the learning barriers by providing conducive virtual learning environment, personalized learning experiences, enhancing content creation, and facilitating global collaboration, thereby, enabling achievement of SDG 4 (Quality Education).

Artificial Intelligence (AI) has become an important aspect of our lives as it has humongous potential to support humans in various domains by sharing the cognitive load. However, the ethical side of AI poses serious challenges. There have been several cases when AI algorithms are declared as unfair, inscrutable, harmful, i.e., biased. Therefore, it becomes important to understand—What kinds of algorithmic biases exist and how do they occur? What are their sources? How can they be identified and corrected to make them more ethical? What are the optimum ways to exploit them? This chapter offers a thematic review of ‘Algorithmic bias’ by exploring the recent literature (2016–2022) to find the answers to the above questions.

This article explores the intersection of communication, mass media, and education, with a particular focus on the transformative possibilities presented by immersive technologies such as Virtual Reality (VR) and Augmented Reality (AR). Throughout history, the mass media has played a crucial role as a communication medium, facilitating the democratization of knowledge and promoting global comprehension. Nevertheless, the introduction of immersive technology has resulted in a significant transformation of the communication landscape within the field of education. This chapter examines the various benefits of integrating technology in education, such as increased student involvement, personalized learning opportunities, and the elimination of geographical limitations. Furthermore, this chapter provides a critical analysis of the obstacles that arise, including issues related to technology accessibility and health considerations. This article examines the integration of virtual reality (VR) and augmented reality (AR) in the context of case studies such as the BBC's VR initiatives and the use of AR in journalism. By analyzing these pioneering examples, the research aims to provide a comprehensive understanding of the practical applications and potential future developments of this integration. The research highlights the potential of integrating communication, mass media, and immersive technology in the education system, offering a learning experience that is not just interactive but also profoundly experiential.

Technological disruptions like Artificial Intelligence, Virtual Reality, Augmented Reality, etc. pave the way for a deeply immersive hyperconnected customer-brand interaction platform, Metaverse. Metaverse attracts enormous interest and investments from global tech companies like Google, Microsoft, Apple, and Facebook. McKinsey & Company projects the economic value of metaverse to reach USD 5 trillion by 2030. Leading researchers have provided broad research agendas for marketing research in academia; customer experience, customer engagement, and customer-brand interactions are critical aspects of the academic discussion. This research presents a customer adoption framework by integrating the facets of technology adoption, customer experience, customer engagement, and customer-related moderators. This research will streamline the academic conversation of metaverse marketing by presenting relationships among the expected motivational and inhibiting factors, customer experience and engagement factors, and the response factors from the customer adoption perspective. The framework will provide precise research directions for academia to extend the academic conversation of metaverse from conceptual to empirical research. Future researchers from academia and industry can utilize the framework for developing research models to study customer adoption of a metaverse in various domains like gaming, entertainment, retail, healthcare, education, etc.

Online food ordering apps are used by local hotels and restaurants, chefs, and canteens to deliver, take away, and meal kits straight to consumers' doorsteps. This technology has given working people's kitchens a new dimension. People nowadays are more interested in online meal apps than in restaurant home delivery. Food delivery apps' ability to provide traditional and quick meal delivery to consumers' doorsteps has helped to its broad adoption in both developed and developing countries such as India. The study presents empirical data on the influence of online food applications on Indian teenagers and also analyzed the psycho-orientation in food ordering while accounting for problems such as packaging, price methods, ordering time, and choice anxiety. Teenagers were categorized based on where they were studying in school and college. As a result, cluster analysis is used in the study. This research will aid in the development of strategies for online food applications to retain customers. Hence, the study is analyzing the variables to be concentrated by the online food application to create sales, retention of customers, and ultimately the sustainability of business.

This research study delves into the factors influencing the acceptance and perception of Augmented Reality (AR) among Generation Z (Gen Z) consumers in the context of online retail. Additionally, the study examines the influence of attitude towards Virtual Try-Ons (VTO) on purchase intentions within the Gen Z demographic. Leveraging a web-based survey methodology, data was collected from 300 Gen Z participants in India who possessed prior experience with VTO technology in online retail shopping. The survey instrument was constructed by adapting validated measurement items, and Smart PLS 4 was employed for data analysis. The results of the study reveal that Gen Z consumers’ perceptions of the utility, enjoyment, and ease of use associated with VTO technology significantly impact their online shopping experience. By integrating dimensions of utilitarian value, hedonic value, and ease of using the VTO technology, this research contributes to a comprehensive understanding of how VTO technology shapes Gen Z consumers’ online purchase intentions. The study underscores the efficacy of sophisticated Partial Least Squares (PLS) techniques in exploring complex online customer behavior, particularly in the context of VTO utilization for online shopping. Implications drawn from the findings have noteworthy implications for both online businesses and creators of VTO technology. The study emphasizes that emphasizing the utilitarian value of VTO technology is pivotal in targeting the Gen Z cohort effectively. Moreover, the study elucidates a substantial increase in hedonic and utilitarian value, as well as purchase intention, when VTOs are employed in the online shopping experience. In conclusion, this research contributes to the existing literature by unraveling the intricate dynamics underlying Gen Z consumers’ perception and acceptance of AR technology in the online retail landscape. The insights garnered from this chapter provide valuable guidance for businesses and technology developers seeking to cater to Gen Z’s preferences and behaviors, thereby enhancing their competitive edge in the evolving e-commerce ecosystem.

In the ever-evolving landscape of immersive technology, the intersection of technology, storytelling, and consumer engagement is at the forefront of business innovation. This chapter delves into the profound implications of immersive technology in enhancing consumer experiences, with a particular emphasis on the groundbreaking contributions from Technicolor Creative Studios, a pioneer in the field. Through a series of case studies, we explore how immersive technology transforms consumer engagement and its tangible business implications.

Green Marketing Practices (GMP) are those eco-friendly actions that have minimal or no negative impact on the environment. In the era of sustainability, green marketing has emerged as a solution where climate change is on urge to become irreversible as per IPCC (Intergovernmental Panel on Climate Change) reports (Fiona Harvey in Scientists deliver ‘final warning’ on climate crisis: act now orit’s too late. Retrieved from The Guardian: https://​www.​theguardian.​com/​environment/​2023/​mar/​20/​ipcc-climate-crisis-report-delivers-final-warning-on-15c, 2023). It is not only about practicing green marketing but to effectively communicating those practices among the stakeholders of the company. Consumers are the most significant stakeholders upon whom the success of these practices depends. To make an effective consumption of green products among consumers, it is necessary to make their respective retailers aware of green marketing practices. Marketing among retailers involves various modes of information supply such as brochures, direct mail, newspapers, advertisements on radio, event marketing, social media marketing, e-commerce portals, etc. Retail marketing has its significance and contribution to effectively solving doubts of consumers and boosting sales. The present study tried to analyze the significant modes of information supply and their contribution in generating awareness for green FMCG retailers of Gujarat; to identify the most contributing mode of information supply; and to build an immersive communication model using MRT for generating awareness about green marketing practices with special reference to FMCG retailers of Gujarat. A descriptive research design is adopted in Gujarat with a semi- structured schedule to collect data among 100 FMCG retailers of Gujarat through convenience sampling. The data collected is analyzed using Frequency Distribution and Multiple Regression. After analyzing the effectiveness of various modes of information supply, the results derived that majority of the retailers are unaware of green marketing practices. The results emphasized upon unreached communication. The IMRT model for experiential green communication proposed in the findings of the study can help in fulfilling the communication gap between stakeholders and can contribute in generating awareness regarding green marketing practices. IMRT suggests that immersive green advertisement, immersive social media, and face-to-face communication via wholesalers/dealers are the richer media and have a significant impact on awareness of green marketing practices. Immersive Media Richness Theory can effectively add the experience that the green message consists of. The realization of climate change and the need of green products’ adoption in the lifestyle can reach more effectively.

Negotiation skills are important for MBA graduates as they equip them with the ability to effectively communicate, influence, and close deals on positive notes. One of the most effective methods to motivate and actively engage participants in the negotiation learning process is through the use of business simulation games. This chapter presents an immersive negotiation simulation game embedded in the theme of the popular Harry Potter series. In this game, participants use immersive technologies such as augmented reality (AR), virtual reality (VR), and mixed reality (MR) to negotiate the selling price of magical products employing communication styles of select Harry Potter characters. By navigating learners through corporate scenarios using Harry Potter characters, the simulation aims to enhance the negotiation skills of the learners by focusing on skillful understanding of the communication styles of the opponents. The outcomes include learning to negotiate effectively; communicating in teams; understanding how, when, and where to use which communication style; managing conflicts; and resolving issues for problem-solving and decision-making. The simulation is in the beta testing stage and has yet to be translated in an immersive format.

Retailers are exploring the metaverse as a shopping platform to provide customers with a more interactive and immersive experience. Customers, on the other hand, are also curious about knowing the intricacies and functionalities of this new highly immersive shopping platform. However, alongside this curiosity, there is a prevailing lack of clarity and ambiguity about the metaverse leading to confusion in the minds of prospective customers. The current study aims to identify antecedents to customer confusion in metaverse shopping. Researchers acknowledge that customers will find their own ways to cope with this undesired state of confusion. Thus, we extend a conceptual framework embedding antecedents and coping strategies for customer confusion. We propose a quantitative methodology using PLS-SEM. The study proposes implications for retailers, policymakers, and academic researchers.

The purpose of this chapter is to theorize social anxiety as an inhibitor of socially interactive Facebook use. This chapter identifies different types of Facebook use based on the extent of social interaction involved. They are socially passive use, social interaction feature, and game feature use. Further, borrowing from self-presentational perspective of social anxiety, it proposes a conceptual framework that explains the role of social anxiety in each type of Facebook use. The study proposes that while social anxiety does not influence socially passive Facebook use, it could be a significant inhibitor of social interaction feature and game feature use. The paper also posits that the level of social anxiety experienced in game features might be higher as compared to that of social interaction features. The paper also highlights the role of a self-assessment process that mediates social anxiety and resulting Facebook use. This paper has significant research implications as it invites future researchers to examine the role of social anxiety in Facebook use more diligently by considering the extent of social interactivity involved in each use type.