Beyond the Screen

Beyond the Screen: How Immersive Technologies Are Reshaping Marketing examines how virtual reality, augmented reality, mixed reality, the metaverse, and related immersive technologies are transforming the way consumers experience brands, products, services, and marketplaces. Moving beyond screen-based communication, the book shows how immersive environments make marketing increasingly spatial, multisensory, interactive, and participatory, allowing consumers not simply to view brand messages but to enter, explore, and shape branded experiences.Organised into three parts, the volume first establishes the foundations of immersive marketing, including VR, AR, MR, and the metaverse. It then explores how immersion reshapes the consumer journey through virtual storytelling, branded worlds, psychological presence, and AR-enabled retail experiences. The final part addresses the strategic, ethical, and societal challenges of immersive marketing, including privacy, surveillance, accessibility, inclusion, brand strategy, and the future of immersive commerce. Combining current scholarship with case studies, practical insights, reflection questions, and future-oriented discussion, the book offers a comprehensive guide for researchers, students, educators, and practitioners seeking to understand when, why, and how immersive technologies can create meaningful and responsible consumer and marketing value.