Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context

Rivera-Pesquera, Martha; Cacho-Elizondo, Silvia; Duran-Dergal, Rafael

doi:10.1177/09732586211036768

Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context

Journal

Journal of Creative Communications

ISSN

0973-2586

0973-2594

Publisher

SAGE Publications Inc

Date Issued

2021

Author(s)

Rivera-Pesquera, Martha

Cacho-Elizondo, Silvia

Duran-Dergal, Rafael

Type

Resource Types::text::journal::journal article

DOI

10.1177/09732586211036768

URL

https://scripta.up.edu.mx/handle/20.500.12552/4330

Abstract

New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies. ©SAGE Publications Inc.

How to cite

Rivera-Pesquera, M., Cacho-Elizondo, S., & Duran-Dergal, R. (2021). Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context. Journal of Creative Communications, 16(3), 303-313. https://doi.org/10.1177/09732586211036768