The ethical landscape of immersive marketing: virtual and augmented reality in advertising

被引：0
作者：
Asif, Muhammad [1 ]
Fazel, Hashem [2 ]
Alghamdi, Faten Saleh [3 ]
机构：
[1] Univ Educ, Lahor, Pakistan
[2] Univ Bisha, Bisha, Saudi Arabia
[3] Univ Technol Malaysia, Kuala Lumpur, Malaysia
来源：
MARKETING INTELLIGENCE & PLANNING | 2025年
关键词：
Virtual reality; Augmented reality; Ethics; Marketing; Thematic analysis; TECHNOLOGIES; INDUSTRY;
D O I：
10.1108/MIP-07-2024-0519
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
PurposeIn marketing, virtual reality (VR) and augmented reality (AR) provide innovative ways to connect with audiences, transforming traditional advertising into dynamic and engaging storytelling. The purpose of this study is to explore ethical considerations in VR and AR marketing, analyze risks and perceptions among marketers, and propose guidelines for responsible immersive advertising practices.Design/methodology/approachThis qualitative study employs semi-structured interviews with marketers from Saudi Arabia and Pakistan in the tourism and hospitality industry. Thematic analysis is used to analyze data by using NVivo 14.FindingsThe study identifies significant privacy concerns, psychological impacts and data security risks in immersive advertising. Marketers emphasize transparency, consumer consent and ethical boundaries.Originality/valueThis study contributes novel insights into the ethical dimensions of VR and AR marketing in Saudi Arabia and Pakistan, exploring unique cultural perspectives and proposing practical guidelines for ethical advertising practices.
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页数：19
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