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What is Mix Reality

Chapter 2
Managerial Challenges and Social Impacts of Virtual and Augmented Reality
Immersed in an imaginary and 360-degree digital environment.
Published in Chapter:
Embedding Virtual Reality and Artificial Intelligence in Integrated Marketing Communications
Mónica Ferreira (Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/IUL), Portugal) and Fábia Patrícia Fidalgo Fino (Instituto Universiário de Lisboa (ISCTE-IUL), Portugal)
Copyright: © 2020 |Pages: 31
DOI: 10.4018/978-1-7998-2874-7.ch002
Abstract
Emerging technologies like Virtual Reality (VR) and Artificial Intelligence (AI) have been receiving much attention in the Marketing field as a new way to attract customers and enrich their experiences with brands. This chapter investigates the current state of these technologies in Business and discusses how the technologies are connected to the Integrated marketing communications. The chapter suggests several managerial implications on how to apply these technologies in an integrated marketing communication (IMC) plan. The conceptualization of VR and AI, further research, suggestions for further reading, Glossary of Virtual Reality Experiences, and IMC definitions over time are also provided.
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