Marketing Tracks > Track 13: AR, VR, Metaverse, Robotics in Marketing & Consumer Behavior

Track Chairs:

• Dr. Deepa Sethi, Indian Institute of Management, Kozhikode, India, deepa@iimk.ac.in
• Dr. Vikas Arya, Rabat Business School, UIR, Morocco, vikas.arya@uir.ac.ma
• Dr. Tahir Islam, Leeds University, UK, kktahir@hotmail.com   

As technology continues to advance, the relationship between Augmented Reality (AR), Virtual Reality (VR), the Metaverse, and Robotics in marketing is becoming increasingly crucial. AR and VR provide immersive experiences, enabling brands to engage consumers in novel ways, such as through virtual try-ons, interactive product demonstrations, and gamified marketing campaigns. The emergent Metaverse, a shared virtual space where users can interact and create, offers enormous opportunities for brands to establish a presence and forge genuine consumer connections. However, robotics can improve brand interactions by streamlining customer service and enhancing personalized experiences. Employing these technologies in marketing enables brands to remain ahead of the curve, stand out in a competitive environment, and create unforgettable experiences that resonate with their target audience, nurturing brand loyalty and advocacy.

Potential Topics include but are not limited to the following topics:

• Emotion Analytics in VR Advertising.
• The Impact of Augmented Reality on Consumer Behaviour: A Comparative Study of AR and Traditional Marketing Strategies.
• The Impact of Augmented Reality on Consumer Behaviour.
• Augmented Reality Marketing: Analysing the Effects of AR Advertising on Consumer Attitudes and Purchase Intentions.
• Metaverse -Marketing, Inclusion, Gamification, and Fashion growth.
• AVATR in Metaverse – Identity Change and Opportunity for Luxury Brand

Within RBS 2024 conference, AR, VR, Metaverse, and Robotics in Marketing Track will allow researchers, PhD students, and industry experts to present their innovative research, exchange ideas, and foster collaboration on critical problems in the AR, VR, Metaverse, and robotics in the Marketing domain and their implications for market growth and consumer well-being. We invite contributions with theoretical, empirical, and conceptual papers, which may address, and which are not limited to AR, VR, Metaverse, and Robotics in marketing only.