The Role of Immersive Technology Dimensions in Enhancing Sensory Marketing: A Literature Review

الملخص

This review synthesizes recent empirical and review studies on the role of immersive technology dimensions—particularly augmented reality (AR), virtual reality (VR), and mixed reality (MR)—in shaping consumer behavior and enhancing sensory marketing outcomes. Drawing on prior studies employing structural equation modeling (SEM) and large-scale systematic reviews, the analysis integrates key theoretical constructs including presence, interaction, immersion, trust, and satisfaction within a unified conceptual framework. Evidence indicates that immersive technologies do not directly influence purchase intention; rather, their effects operate through sequential psychological mechanisms. Specifically, AR-driven environments enhance users’ sense of presence, which significantly strengthens consumer trust, ultimately leading to higher purchase intention. Complementary findings from VR-based experiential contexts highlight that interaction and presence are critical antecedents of immersion, which in turn drives user satisfaction. Across the literature, dimensions such as immersion, interactivity, and presence consistently emerge as fundamental drivers of sensory engagement, enabling richer multi-sensory experiences that bridge the gap between digital and physical consumption environments. Evidence from previous studies across multiple sectors suggests that immersive technologies expand consumer reality and reshape decision-making processes through improved experiential quality and emotional connection. This review attempts to integrate previous findings and provide a clearer understanding of how immersive technology dimensions support sensory marketing outcomes through mediating factors such as trust, satisfaction, and engagement. It also identifies important research gaps, particularly the limited exploration of non-visual sensory stimuli and the need for more integrative models in emerging markets. The findings provide both theoretical and practical insights for developing immersive marketing strategies that enhance user experience and strengthen sustainable consumer relationships within the evolving digital environment.