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The concept of immersion has been widely used for the design and evaluation of user experiences. Augmented, virtual and mixed-reality environments have further sparked the discussion of immersive user experiences and underlying requirements. However, a clear definition and agreement on design criteria of immersive experiences remains debated, creating challenges to advancing our understanding of immersive experiences and how these can be designed. Based on a multidisciplinary Delphi approach, this study provides a uniform definition of immersive experiences and identifies key criteria for the design and staging thereof. Thematic analysis revealed five key themes – transition into/out of the environment, in-experience user control, environment design, user context relatedness, and user openness and motivation, that emphasise the coherency in the user-environment interaction in the immersive experience. The study proposes an immersive experience framework as a guideline for industry practitioners, outlining key design criteria for four distinct facilitators of immersive experiences – systems, spatial, empathic/social, and narrative/sequential immersion. Further research is proposed using the immersive experience framework to investigate the hierarchy of user senses to optimise experiences that blend physical and digital environments and to study triggered, desired and undesired effects on user attitude and behaviour. [ABSTRACT FROM AUTHOR]

Augmented reality (AR) mobile app advertising offers new opportunities for interactive consumer engagement to boost advertising effectiveness and elicit positive consumer responses. In this study, we investigate the role of escapism by analyzing its antecedents and consequences. We aim to shed light on how AR mobile app advertising can be used to enhance escapism experiences by considering two psychological mechanisms of mental imagery: narrative transportation (in response to ad storytelling) and spatial immersion. The consequences of escapism experiences include positive social media sharing, purchase intentions through brand attitudes, and new brand engagement via AR mobile app advertising. Prior brand preference does not affect the relationship between escapism and consumer responses after exposure to immersive AR advertising. Our findings have meaningful implications for how industry practitioners can enhance escapism in the context of AR mobile app advertising. [ABSTRACT FROM AUTHOR]

Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences. [ABSTRACT FROM AUTHOR]