Exploring Mixed Reality

Abstract

Researchers recently became interested in mixed reality (MR) because of the availability of hardware that integrates the advantages of two worlds. As an immersive and innovative technological solution for consumers and brands, research has provided insights into the implementation of MR. This technology is promising to transform business models and consumer behavior. Studies have revealed how MR boosts consumer engagement and purchase intentions. In this chapter, the diverse concepts and techniques of recent technological breakthroughs are reviewed. This includes the differences between augmented reality (AR), virtual reality (VR), and MR. Also, MR will be explored to understand the fusion of reality and virtuality, challenges, and limitations in emerging trends. Thus, providing insights from the perspective of digital marketing that results in better interaction with consumers due to the immersive and interactive experiences it offers.