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The Spectrum of XR Marketing – Collective Case Study

Data publikacji: 2023

Zarządzanie Mediami, 2022, Tom 10, Numer 4, s. 299-322

https://doi.org/10.4467/23540214ZM.22.020.17964

Autorzy

,
Dimitris Delinikolas
National and Kapodistrian University of Athens
https://orcid.org/0000-0002-4681-0776 Orcid
Wszystkie publikacje autora →
,
Monika Hapek
Uniwersytet Jagielloński w Krakowie
, Polska
https://orcid.org/0000-0003-2962-8232 Orcid
Kontakt z autorem
Wszystkie publikacje autora →
Michał Wójciak
Wydział Zarządzania i Komunikacji Społecznej Uniwersytetu Jagiellońskiego
ul. Łojasiewicza 4, 30-348 Kraków, Polska
https://orcid.org/0000-0002-4548-5967 Orcid
Kontakt z autorem
Wszystkie publikacje autora →

Tytuły

The Spectrum of XR Marketing – Collective Case Study

Abstrakt

The main aim of the article is to discuss XR in marketing in the context of phygital category. Five examples from 2016–2022 have been selected to find the answers for proposed research questions: Q1. What is the impact of XR on marketing? Q2. What are the similarities and differences between the analyzed XR marketing projects? Q3. What is the importance of XR in the context of phygital? Q4. Is the combination of physical and digital elements crucial in helping the audience to get accustomed to immersive media? According to Stake this case study has collective character. Selected cases represent different sectors (sport, tourism and fashion) and approaches to XR in marketing. This collective case study was based on desk research, as well as ethnography and autoethnography elements.

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Informacje

Informacje: Zarządzanie Mediami, 2022, Tom 10, Numer 4, s. 299-322

Typ artykułu: Oryginalny artykuł naukowy

Autorzy

https://orcid.org/0000-0002-4681-0776

Dimitris Delinikolas
National and Kapodistrian University of Athens
https://orcid.org/0000-0002-4681-0776 Orcid
Wszystkie publikacje autora →

National and Kapodistrian University of Athens

https://orcid.org/0000-0003-2962-8232

Monika Hapek
Uniwersytet Jagielloński w Krakowie
, Polska
https://orcid.org/0000-0003-2962-8232 Orcid
Kontakt z autorem
Wszystkie publikacje autora →

Uniwersytet Jagielloński w Krakowie
Polska

https://orcid.org/0000-0002-4548-5967

Michał Wójciak
Wydział Zarządzania i Komunikacji Społecznej Uniwersytetu Jagiellońskiego
ul. Łojasiewicza 4, 30-348 Kraków, Polska
https://orcid.org/0000-0002-4548-5967 Orcid
Kontakt z autorem
Wszystkie publikacje autora →

Wydział Zarządzania i Komunikacji Społecznej Uniwersytetu Jagiellońskiego
ul. Łojasiewicza 4, 30-348 Kraków, Polska

Publikacja: 2023

Status artykułu: Otwarte __T_UNLOCK

Licencja: CC BY  ikona licencji

Finansowanie artykułu:

The article was developed within the framework of the project “Experience and immersive technologies – from creative practice to educational theory” in partnership with Jagiellonian University, Lodz Film School, University of Malta and University of Athens (project ID number: 2020-1-PL01-KA226-HE-095891).

Udział procentowy autorów:

Dimitris Delinikolas (Autor) - 33.33%
Monika Hapek (Autor) - 33.33%
Michał Wójciak (Autor) - 33.33%

Numer klasyfikacji:

JEL Classification System:

Search | Learning | Information and Knowledge | Communication | Belief | Unawareness (D83)
Industry Studies: Services: Entertainment; Media (L82)
Marketing (M31)
Advertising (M37)

Korekty artykułu:

-

Języki publikacji:

Angielski

Liczba wyświetleń: 1085

Liczba pobrań: 1038

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