Toward D2A: Enhancing Luxury Fashion With Seamless and Immersive Phygital Customer Experiences

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(2)

Published: March 1, 2025

ABSTRACT This study explores direct‐to‐avatar (D2A) strategies—where brands engage directly with consumer avatars in virtual environments—in the luxury fashion retail sector, focusing on enhancing customer engagement and creating a seamless phygital (physical + digital) experience through immersion. Situated at crossroads of physical digital realms, this research assesses how immersive experiences contribute to perceived seamlessness within D2A direct‐to‐consumer (D2C) frameworks. Employing mixed‐method approach, including qualitative interviews brand managers three experimental design studies, paper addresses relatively underexplored effects marketing. Our findings reveal that immersion significantly boosts perceptions channel engagement, empowerment playing key amplifying role seamlessness–engagement relationship. enriches marketing strategies by highlighting pivotal crafting engaging unified experiences, offering practical insights thrive landscape.

Language: Английский

I sense my digital assistants! Assessing the impact of customers’ immersive experience and perceived social presence on purchase intention

Behaviour and Information Technology, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 19

Published: April 15, 2025

Language: Английский