Online Sensory Marketing: Developing Five-Dimensional Multi-Sensory Brand Experiences and its Effectiveness
Cardiometry
; 24:567-576, 2022.
Article
Dans Anglais
| EMBASE | ID: covidwho-2265802
ABSTRACT
The online environment has long been a sensory interaction between a brand or product and its consumers through visual imagery and sonic elements. While newer technologies have developed that cater to a customer's more psychological need for haptics (touch), gestation, and olfaction, brands have not explored its true potential. Immersions and other forms of Human-Computer interaction have vastly developed and present scope for more than just a single sense for online consumers. While brands are employing these multisensory interfaces (vs. single-sensory) in certain product categories, it remains to be seen whether customers who unknowingly experience sensations online want to adapt to it. Several product categories could find multisensory elements beneficial. This study aims to delve deeper and understand the motivations of such behavior and identify the need for a customer to engage all its senses beyond the traditional visuals and sound while interacting with brands virtually for a more holistic experience. While external environmental factors such as pandemics have resulted in the inevitable loss of physical touchpoints, the aim is to determine whether sensory elements beyond images and sounds will benefit customer engagement.Copyright © 2022 Novyi Russkii Universitet. All rights reserved.
Texte intégral:
Disponible
Collection:
Bases de données des oragnisations internationales
Base de données:
EMBASE
Type d'étude:
Études expérimentales
/
Recherche qualitative
langue:
Anglais
Revue:
Cardiometry
Année:
2022
Type de document:
Article
Documents relatifs à ce sujet
MEDLINE
...
LILACS
LIS