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Immersive Product Demonstrations Through Metaverse Technology

In: Digital Advertising and Consumer Behavior

Author

Listed:
  • Animesh Kumar Sharma

    (Lovely Professioinal University, Mittal School of Buisness)

  • Rahul Sharma

    (Lovely Professioinal University, Mittal School of Buisness)

Abstract

By combining immersive technologies like virtual reality (VR), augmented reality (AR), and three-dimensional (3D) virtual environments, the metaverse is transforming product displays. This chapter looks at how companies are using these tools to make immersive, captivating product demonstrations that give customers realistic, interactive experiences. The study employed VOSviewer to examine research trends in the field and the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) technique to thoroughly investigate the body of existing literature data from 1994 to 2024. The chapter conducted a thorough analysis to examine how immersive product presentations in the metaverse are changing user engagement, customer behaviour, and conventional marketing tactics. This study emphasises how immersive visualisation influences purchase decisions by showcasing significant technical developments and case studies from a variety of industries, including real estate, automobile, and fashion. The chapter also covers the difficulties that organisations encounter, like the expense of using immersive technologies and possible privacy issues. Insights into potential future study areas are provided in the chapter's conclusion, with an emphasis on how these technologies may be further leveraged to enhance customer experiences and company outcomes in the digital marketplace.

Suggested Citation

  • Animesh Kumar Sharma & Rahul Sharma, 2026. "Immersive Product Demonstrations Through Metaverse Technology," Management for Professionals, in: Nirma Sadamali Jayawardena & Sara Quach & Park Thaichon & Abhishek Behl (ed.), Digital Advertising and Consumer Behavior, pages 115-136, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-95-7809-2_8
    DOI: 10.1007/978-981-95-7809-2_8
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