Computer Graphics
Immersive Commerce: Investigating the Role of Extended Reality (XR) in Shaping Branding and Marketing Strategies for Youth Engagement in e-Commerce
Edinburgh Napier University
About the Project The shift from transactional to experiential digital commerce has accelerated with advances in Extended Reality (XR) technology. Major retailers, and particularly luxury brands, are increasingly exploring XR-based platforms to create engaging customer journeys. However, current research into how these immersive technologies affect branding, particularly among youth markets, is still in its early stages.
- Location
- Edinburgh, United Kingdom, United Kingdom
- Deadline
- Year-round applications
- Funding
- Self-Funded PhD Students Only