Conectando con los consumidores: explorando experiencias inmersivas a través de la realidad aumentada y virtual

Abstract

In the digital era of the 21st century, Augmented Reality (AR) and Virtual Reality (VR) have emerged as powerful tools in the communication strategies of various industries, transforming how companies interact with their consumers. This study delves into the impact of these technologies through IKEA, a prominent company in the furniture industry, exploring how immersive experiences can not only capture attention but also strengthen the connection with consumers. The study's objectives were to understand the theoretical approach of AR, VR, and immersive communication; to identify the audiovisual narrative of immersive experiences; and to evaluate their utility in strategic communication using IKEA as a case study. The study is based on the hypothesis that AR and VR technologies, by offering immersive and personalized experiences, can surpass the capabilities of traditional media and significantly enhance communication between consumers and brands. How can immersive experiences be used to connect with consumers and enhance a brand across different audiences in 21st-century communication? Fundamentally, the study finds that AR and VR not only enrich the audiovisual narrative of a brand but also add value to audience experiences, effectively connecting with consumers. By integrating these technologies, they redefine the communication landscape across various industries, offering companies new ways to engage and retain their audiences in an increasingly digitalized world.