Martha Rivera-Pesquera, Silvia Cacho-Elizondo, Rafael Duran-Dergal
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Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context
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.
期刊介绍:
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.