Immersive experiences as a marketing strategy and their influence on consumer behavior. A study of generations
DOI:
https://doi.org/10.29105/vtga12.2-1229Keywords:
Immersive experiences, Virtual reality, Mixed reality, Consumer behavior, Centennial y milleenniasl generation.Abstract
Immersive experiences have emerged as an innovative trend in business. These experiences, which encompass technologies such as virtual reality and mixed reality, are transforming the way companies interact with their customers, employees and partners, in addition these strategies to stay competitive. The objective of this study is to determine if the use of immersive experience marketing strategies influence consumer behavior of the Centennials and Millennials generations in the Monterrey Metropolitan Area. The participants of this research were people belonging to the Centennials generations with ages between 15 and 29 and Millennials whose age fluctuates between 31 and 41 who at the time of the study were working in manufacturing, commerce and service companies in the Monterrey Metropolitan Area. The present research is quantitative, descriptive and correlational in scope, with a non-experimental, cross-sectional, non-probabilistic design with a convenience sample. The measurement instrument is a questionnaire with 7-point Likert-type response items, ranging from 1 (totally disagree) to 7 (totally agree). An ANOVA was performed and the results obtained show that there is a significant difference between the study variables.
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