Abstract
Researchers recently became interested in mixed reality (MR) because of the availability of hardware that integrates the advantages of two worlds. As an immersive and innovative technological solution for consumers and brands, research has provided insights into the implementation of MR. This technology is promising to transform business models and consumer behavior. Studies have revealed how MR boosts consumer engagement and purchase intentions. In this chapter, the diverse concepts and techniques of recent technological breakthroughs are reviewed. This includes the differences between augmented reality (AR), virtual reality (VR), and MR. Also, MR will be explored to understand the fusion of reality and virtuality, challenges, and limitations in emerging trends. Thus, providing insights from the perspective of digital marketing that results in better interaction with consumers due to the immersive and interactive experiences it offers.
TopMethodology
We conducted a thorough, systematic review of articles on MR technology investigation and related marketing-related technologies. It, therefore, used a two-step search procedure. First, performing a manual search of journals in the areas of Human-Computer Interaction, Technology Marketing, and related journals. Second, a comprehensive web-based search for relevant terms (i.e., MR technology, AR, VR, immersive experiences, and disruptive innovations). This study also used several electronic databases, including Google Scholar, Science Direct, Emerald Publishing, Elsevier, Wiley, and Taylor & Francis Group. These databases are for articles published between 1994 and 2023.
Key Terms in this Chapter
Mixed Reality (MR): A technology that combines the physical and virtual worlds to create a new environment in which physical and virtual objects can coexist and interact in real time.
Immersion: A state of being entirely engaged or absorbed in an experience, often facilitated by technologies like MR.
Immersive Experience: Characterized by an environment that is sensory-rich and fully engages the user's attention and emotions, creating a sense of presence and immersion in a virtual or mixed reality environment.
Immersive Technologies: Such as VR, AR, and MR. They are hardware and software that create a sense of immersion in virtual environments. They aim to enhance the user's sensory experience.
User Interaction: The manner in which users engage and interact with a virtual or mixed reality environment. This may include gestures, voice commands, or physical movements.
Privacy Concerns: Worries or fears about the protection and management of personal information, data, and communication. They occur when people believe that their personal information is being collected or used without their consent.
Augmented Reality (AR): A technology that overlays digital content on the real world, improving the user's experience of the physical world.
Metaverse: A fully digital world in which users, represented by avatars, can use immersive technologies to interact with each other and digital objects.
Virtual Reality (VR): A technology that uses a headset and other sensory inputs to immerse the user in a digital world.