TY  - JOUR
T1  - Computer-Simulated Environments in the Commercial Sector: Enhancing Customer Experience through 3D Spherical Image Technology
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 4
SP  - 8
EP  - 17
PY  - 2023
DA  - 2024/01/23
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - PESTANA, Marco
AU  - CRONJE, Johannes
SN  - 2537-5865
DO  - 
UR  - https://www.etimm.ase.ro/RePEc/aes/jetimm/2023/JETIMM_V04_2023_83.pdf
KW  - Immersive environments
KW  - 3D Spherical Image Technology
KW  - customer experience
KW  - user engagement
KW  - integrated marketing communication
AB  - This build and test study investigated the use of immersive environments in the commercial sector, focusing on 3D Spherical Image Technology to enhance the customer experience and explored user engagement in virtual reality experiences, in the context of integrated marketing communication (IMC). A 3D immersive shop was developed and tested on seven people with marketing experience to determine customer satisfaction. Seven themes emerged from the interview data: Pandemic challenges, design challenges, design improvement, safety during the pandemic, accessibility, business growth and efficiency. Four themes emerged for further research: Effectiveness and Impact of immersive marketing, technical considerations, business strategies and adaptation, and social media and consumer behavior.
ER  -