Immersive advertising and retail marketingstrategy in Huancayo, Peru
DOI:
https://doi.org/10.37711/Keywords:
Augmented reality, virtual reality, Immersive advertising, purchase experience, purchase intention, lotalty, marketing strategy, retail, Huancayo, technologies inmersiveAbstract
Objective. To analyze the relationship between immersive advertising and marketing strategy in the retail sector in Huancayo (Peru). Methods. A study was conducted with a quantitative approach and correlational design. The study had a population of 120 companies that apply immersive technologies, with a sample of 40 companies and 59 clients with previous experience in immersive advertising campaigns were surveyed. For data collection, a survey was used as a technique and a Likert scale questionnaire was used as an instrument to evaluate both variables and their dimensions. Results. It is evident that immersive advertising is perceived favorably, highlighting acceptance and personalization, with more than 57% of responses at a high level. However, the purchase intention showed a medium level, indicating that the interest generated does not always translate into a consumption decision. The marketing strategy was also well rated by 57.6 % of the participants, especially in the dimensions of emotional connection and personalized interaction. However, as in the first variable, the impact on purchase intention was moderate. The inferential analysis confirmed the alternative hypothesis, finding a positive and significant correlation between both variables (Kendall's tau-b = 0.468; p = 0.001). It highlighted the strong link between immersive advertising personalization and personalized interaction. Conclusions. A significant relationship between immersive advertising and marketing strategy in the retail sector of Huancayo is confirmed.
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