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The Spectrum of XR Marketing – Collective Case Study

Publication date: 2023

Media Management, 2022, Volume 10, Issue 4, pp. 299-322

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

Authors

,
Dimitris Delinikolas
National and Kapodistrian University of Athens
https://orcid.org/0000-0002-4681-0776 Orcid
All publications →
,
Monika Hapek
Uniwersytet Jagielloński w Krakowie
, Poland
https://orcid.org/0000-0003-2962-8232 Orcid
Contact with author
All publications →
Michał Wójciak
Faculty of Management and Social Communication of the Jagiellonian University
ul. Łojasiewicza 4, 30-348 Kraków, Poland
https://orcid.org/0000-0002-4548-5967 Orcid
Contact with author
All publications →

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Titles

The Spectrum of XR Marketing – Collective Case Study

Abstract

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.

References

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Information

Information: Media Management, 2022, Volume 10, Issue 4, pp. 299-322

Article type: Original article

Authors

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

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

National and Kapodistrian University of Athens

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

Monika Hapek
Uniwersytet Jagielloński w Krakowie
, Poland
https://orcid.org/0000-0003-2962-8232 Orcid
Contact with author
All publications →

Uniwersytet Jagielloński w Krakowie
Poland

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

Michał Wójciak
Faculty of Management and Social Communication of the Jagiellonian University
ul. Łojasiewicza 4, 30-348 Kraków, Poland
https://orcid.org/0000-0002-4548-5967 Orcid
Contact with author
All publications →

Faculty of Management and Social Communication of the Jagiellonian University
ul. Łojasiewicza 4, 30-348 Kraków, Poland

Published at: 2023

Article status: Open

Licence: CC BY  licence icon

Article financing:

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).

Percentage share of authors:

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

Classification number:

JEL Classification System:

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

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Publication languages:

English

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Number of downloads: 522

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