94% of researchers rate our articles as excellent or good
Learn more about the work of our research integrity team to safeguard the quality of each article we publish.
Find out more
ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1589451
Immersive Media in Brand Communication: A Conceptual Review and Theoretical Perspective
Provisionally accepted- City University College of Ajman, Ajman, United Arab Emirates
Select one of your emails
You have multiple emails registered with Frontiers:
Notify me on publication
Please enter your email address:
If you already have an account, please login
You don't have a Frontiers account ? You can register here
Immersive media-including virtual reality (VR), augmented reality (AR), mixed reality (MR), and 360degree video-is redefining brand communication by enabling interactive, multisensory consumer engagement. This paper offers a conceptual review, synthesizing theoretical frameworks and industry case studies to examine the evolving relationship between immersive technologies and branding strategies. It introduces a conceptual framework where immersive media (inputs) activate psychological mechanisms such as presence, flow, and personalization (mediators), resulting in enhanced engagement, recall, loyalty, and purchase intent (outcomes). The study provides strategic insights into how immersive media can transform consumer-brand relationships and shape the future of marketing communication.
Keywords: Augmented Reality (AR), Brand communication, Consumer engagement, immersive media, Virtual reality (VR)
Received: 10 Mar 2025; Accepted: 16 Apr 2025.
Copyright: © 2025 Eyada. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Bassant Eyada, City University College of Ajman, Ajman, United Arab Emirates
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.