Extended Reality Technologies in Marketing. Definitions, Potential Benefits & Constraints
Viteri, Juan Francisco (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051411568
https://urn.fi/URN:NBN:fi:amk-2024051411568
Tiivistelmä
The objective of this thesis was to define extended reality technologies, XRs, offer a quick view of the current state of these technologies in marketing, analyze the potential benefits of XRs and the current constraints companies could face by using XR in their marketing campaigns. This work offers a deeper understanding of the potential benefits and opportunities that XRs could create and deliver to current marketing practices, by also, pointing out the current and future constraints that XR campaigns could face in marketing.
The descriptive approach was chosen for this thesis as it better aligns with the objectives presented in this work. Research was based on a case-study analysis obtained from scientific publications extracted from different data bases. The results from the literature review and the case studies highlighted the importance of understanding extended reality technologies in order to create suitable XR campaigns and improve knowledge of XRs.
The descriptive approach was chosen for this thesis as it better aligns with the objectives presented in this work. Research was based on a case-study analysis obtained from scientific publications extracted from different data bases. The results from the literature review and the case studies highlighted the importance of understanding extended reality technologies in order to create suitable XR campaigns and improve knowledge of XRs.