Manyanga, Wilbert, Redda, Ephrem Habtemichael and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) The Effect of Immersive Technologies on Consumer Engagement: Evidence from Banking Sector in Zimbabwe. In: Bashar, A., Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Wasiq, M., (eds.) Marketing in the Metaverse: Opportunities, Challenges, and Future Trends in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies . Springer, pp. 135-167

Full text not available from this repository.

Abstract

Immersive technologies have become part of our daily lives and cannot be ignored but embraced since they offer truly transformative and exciting possibilities. Even in emerging economies, immersive technologies are penetrating, sooner or later, both the developed and emerging economies will converge on using immersive technologies. This is due to globalisation and the increase in penetration of technology as well as the emergence of the 5th generation internet to emerging economies. Utilising immersive technologies by businesses to augment consumer engagement remain key to achieve competitiveness. The study objectives were to establish the effect of virtual reality, augmented reality and mixed reality on consumer engagement. The study is anchored by the social learning theory, which emphasises that consumers can learn new behaviours by observing and interacting with others and become more engaged. Utilising positivism philosophy and a cross-sectional survey as well as a structured self-administered questionnaire, the study collects data from 350 bank clients in Harare, Zimbabwe. The clients were randomly selected by intercepting them as they leave the banking halls. Structural equation modelling was utilised to validate hypotheses. Results reflect that virtual reality, augmented reality and mixed reality positively influence consumer engagement. The study offers new paradigms for understanding how consumers engage with digital content and environments, leading to new advancements in the marketing discipline. The study may equip marketers with new ways of reaching and engaging customers fast and easily at a lower cost. When immersive technologies are adopted, they reshape social and cultural experiences and foster global communities in virtual space. Organisations may also leverage on immersive technologies for training, product design, advertising and visualisations. Immersive technologies create jobs in the areas of content creation and user experience design. While much of the research on immersive technologies in banking has been conducted in more developed markets, focusing on Zimbabwe provides unique insights into how these technologies are adopted and utilised in a different economic and cultural context. This suggests that immersive technologies are crucial for effective consumer engagement. Hence, banks are encouraged to consider immersive technologies when formulating strategies to improve consumer engagement.

Item Type:	Book Section
Status:	Published
DOI:	10.1007/978-3-032-02365-0_5
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/14574

University Staff: Request a correction | RaY Editors: Update this record