From digital marketing to immersive marketing strategies: key enablers for effective immersive marketing abstract
3
Issued Date
2025-01-01
Resource Type
ISSN
1756669X
eISSN
17566703
Scopus ID
2-s2.0-105025423251
Journal Title
International Journal of Quality and Service Sciences
Start Page
1
End Page
39
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Quality and Service Sciences (2025) , 1-39
Suggested Citation
Muneesawang P., Yawised K., Apasrawirote D. From digital marketing to immersive marketing strategies: key enablers for effective immersive marketing abstract. International Journal of Quality and Service Sciences (2025) , 1-39. 39. doi:10.1108/IJQSS-07-2025-0158 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/113704
Title
From digital marketing to immersive marketing strategies: key enablers for effective immersive marketing abstract
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Author's Affiliation
Corresponding Author(s)
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Abstract
Purpose – The aim of this study is to comprehensively investigate, analyze, and articulate a cohesive strategic plan for immersive marketing, intricately interconnecting with content marketing, e-commerce, electronic payments, and engagement strategies, while concurrently exploring the evolving landscape of marketing strategies in the digital era. This involves classifying trends in marketing strategy and proposing strategic action plans for marketers and practitioners, emphasizing the growing integration of digital technologies in contemporary marketing practices through a comprehensive literature review. Design/methodology/approach – The present study conducts a systematic literature review (SLR) by applying the categorization and contextualization of qualitative strategies, utilizing 68 research articles from Scopus within the marketing field. Thematic analysis also identified themes that highlight the integration of digital technologies and Environmental, Social, and Governance (ESG) principles as innovative business strategies reshaping modern marketing. Findings – Four core elements—Content Marketing, E-commerce, E-payment, and Engagement—are identified as pivotal for the future of marketing, supported by 66 corresponding action plans. These foundational elements enable practitioners to craft impactful strategies that align with market needs and promote positive societal contributions. Originality/value – This study offers a systematic overview, equipping businesses with insights to capitalize on emerging marketing trends while championing sustainability. By adopting these innovative, ESG-driven approaches, businesses can foster enduring customer relationships rooted in trust and social responsibility. Grounded in theories of intellectual capital and dynamic capabilities, this study provides key enablers and strategic plans to navigate the transformation of marketing in the digital age.