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What is Immersive Technology

Chapter 3
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Immersive technology is the assimilation of computer-generated content with the physical environment in such a way that the customer can interact with the blended reality naturally.
Published in Chapter:
Optimizing Augmented Reality and Virtual Reality for Customer Engagement
Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Gunjan Shukla (Sant Hiradaram Girls College, India), Arjun Gupta (Vaish College of Engineering, India), Amandeep Singh (Chitkara Business School, Chitkara University, India), and Nishita Pruthi (Maharshi Dayanand University, India)
Copyright: © 2023 |Pages: 12
DOI: 10.4018/978-1-6684-5897-6.ch003
Abstract
Technological developments have advanced significantly. Augmented reality and virtual reality are emerging technologies and rapidly gaining popularity. Augmented reality combines the virtual world with real environment using digital visual elements, sound, or other sensory stimuli delivered via technology and creates an interactive experience. Virtual reality creates a 3D-simulated immersive environment. AR and VR are two sides of a coin. Virtual reality replaces what people see and experience whereas augmented reality actually adds to it. The study aims at understanding applications of augmented reality and virtual augmented technologies for optimizing customer engagement and challenges in implementing these technologies for developing customer engagement. The study being conceptual in nature is based on secondary sources. Efforts have been made to collect literature from every possible source including websites, journals, books, theses, etc.
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Chapter 4
Understanding the Role of Digital Technology in Multiple Intelligence Education: A Meta-Analysis
Technology that is immersive refers to simulation, games, 3D printing augmented reality, such as virtual reality and artificial intelligence. A common example is a driving simulator.
Published in Chapter: Understanding the Role of Digital Technology in Multiple Intelligence Education: A Meta-Analysis; From: Examining Multiple Intelligences and Digital Technologies for Enhanced Learning Opportunities
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Chapter 2
Role of Immersive (XR) Technologies in Improving Healthcare Competencies: A Review
It refers to technology that enables users to interact with simulated environments and objects, blurring the line between the real world and the digital world. It covers a range of technologies such as AR, VR, MR.
Published in Chapter: Role of Immersive (XR) Technologies in Improving Healthcare Competencies: A Review; From: Virtual and Augmented Reality in Education, Art, and Museums
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Chapter 6
As if in Their Shoes: Use of Virtual Reality to Enhance Faculty Intercultural Competence
A digital environment that lets the users immerse in their surroundings and interact with simulated objects and environments. Immersive technologies range from 360° photography and video to virtual and augmented reality.
Published in Chapter: As if in Their Shoes: Use of Virtual Reality to Enhance Faculty Intercultural Competence; From: Innovative Digital Practices and Globalization in Higher Education
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Chapter 2
The State of Extended Reality Technologies in Language Education and Research
Any technology that affords an immersive experience; typically associated with AR and VR.
Published in Chapter: The State of Extended Reality Technologies in Language Education and Research; From: Emerging Concepts in Technology-Enhanced Language Teaching and Learning
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Chapter 9
Educational Technologies and Assessment Practices: Evolution and Emerging Research Gaps
Encompassing the realm of games and gamification, and mixed reality (MR) (alongside its derivative technologies virtual reality (VR) and augmented reality (AR)) that craft rich, immersive, and interactive learning environments.
Published in Chapter: Educational Technologies and Assessment Practices: Evolution and Emerging Research Gaps; From: Reshaping Learning with Next Generation Educational Technologies
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Chapter 16
Riding the Digital Wave of Change in Academia
Any technology that extends reality or creates a new reality by leveraging the 360 spaces. Because Immersive Technology leverages the 360 space/sphere, users can look in any direction and see content. Some types of Immersive Technology extend reality by overlaying digital images on a user’s environment. Others create a new reality by completely shutting a user out from the rest of the world and immersing them in a digital environment such as 360, VR, AR, MR, and XR ( Barton, 2021 ).
Published in Chapter: Riding the Digital Wave of Change in Academia; From: Handbook of Research on Facilitating Collaborative Learning Through Digital Content and Learning Technologies
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Chapter 7
Augmented Reality and Virtual Reality: New Frontiers in Technology-Enhanced Language Learning
Immersive technology creates deeply engaging virtual or augmented experiences that fully surround and involve users.
Published in Chapter: Augmented Reality and Virtual Reality: New Frontiers in Technology-Enhanced Language Learning; From: Perspectives on Enhancing Learning Experience Through Digital Strategy in Higher Education
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Chapter 1
Learning With Immersive Technology: A Cognitive Perspective
Immersive technology is a term describing technology that tries to emulate a physical world through the means of a digital or simulated world. It includes immersive technologies like virtual reality, augmented reality, 3D games, simulation, etc. Within an immersive environment, the learner is immersed in the stimulated world, thereby creating a sense of immersion.
Published in Chapter: Learning With Immersive Technology: A Cognitive Perspective; From: Cognitive and Affective Perspectives on Immersive Technology in Education
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Chapter 12
Mixed Reality in Confronting Consumer Security and Privacy Issues in Digital Marketing: Integrating the Best of Both Worlds for Better Interaction With Users
Is a collective name for all disruptive technology applications such as virtual reality, augmented reality and mixed reality that create experiences by merging the physical and virtual worlds.
Published in Chapter: Mixed Reality in Confronting Consumer Security and Privacy Issues in Digital Marketing: Integrating the Best of Both Worlds for Better Interaction With Users; From: Confronting Security and Privacy Challenges in Digital Marketing
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Chapter 5
The Place of Virtual Reality in E-Retail: Viable Shopping Environment or Just a Game
The role of immersive technology is to create and shape the user's experience in the virtual world. The user should not be passive since he or she undertakes a number of actions and interactions contributing to the construction of experience.
Published in Chapter: The Place of Virtual Reality in E-Retail: Viable Shopping Environment or Just a Game; From: Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19
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Chapter 6
Immersive Technology: Past, Present, and Future in Education
Immersive technology is a term describing technology that tries to emulate a physical world through the means of a digital or simulated world. It includes immersive technologies like virtual reality, augmented reality, 3D games, simulation, etc. Within an immersive environment, the learner is immersed in the stimulated world, thereby creating a sense of immersion.
Published in Chapter: Immersive Technology: Past, Present, and Future in Education; From: Cognitive and Affective Perspectives on Immersive Technology in Education
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Chapter 4
A Study on Visual Perturbations Effect on Balance in a VR Environment
Technology that blurs the line between the physical world and digital or simulated world, thereby creating a sense of immersion.
Published in Chapter: A Study on Visual Perturbations Effect on Balance in a VR Environment; From: Cases on Immersive Virtual Reality Techniques
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