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INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: Calls: Journals

Posted by: Margot Racat

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Call for Papers

Immersive technology for luxury and consumer behaviour

In the last decade, consumer habits have significantly changed due to technological infusion into daily life (Shankar et al., 2011). From social interactions to medical consultation, many typical life actions are now driven by technology, and this is even more true since mobile integration (Labrecque et al., 2013; Shankar et al., 2010; Yadav & Pavlou, 2014). Following these technological, and social changes, the luxury sector hasn’t been discarded from such new realities and their afferent consequences regarding consumer habits (Godey et al., 2016). Luxury brands have been known for their vision and ability to innovate (Joy et al., 2022), and the 2023 edition of the Viva Technology international trade fair in Paris confirmed this. The luxury sector has shown a strong embrace of technologies, such as non-fungible tokens (NFT) and metaverse, to create new consumer experiences and cope with industry 4.0 (Shin & Jeong, 2022). The upcoming increased use of technology in luxury brand strategies leads to integrating sensory-enabling technologies that directly relate to consumer psychophysiology, enabling new brand interactions (Hadi & Valenzuela, 2020; Mulcahy & Riedel, 2020; Racat et al. 2021; Shi & Kalyanam, 2018).

Themes of Interest:

• Luxury challenges in the immersive technology implementation
• The impact of technology-driven innovation on luxury brands’ customer strategy
• New customer relationship management through immersive technologies for luxury products and services
• Evolution of the customer journey in luxury consumption
• New consumer habits with immersive technology in the purchasing of luxury goods
• Luxury selling in the immersive technology and its effects on consumer behavior
• The impact of immersive technologies on the consumer decision-making process for luxury goods and products
• Promoting immersive technology for luxury brands
• Sceptical viewpoints of marketing opportunities and consumer ethics using immersive technologies for luxury consumer behavior
• How does immersive technology impact the online/offline customer experience of luxury consumer behavior?
• Immersive environments (mix reality, VR, AR, metaverse) for luxury consumer behavior
• Luxury consumer behavior with technology enhancing consumer experience with Artificial Intelligence

Guest Editors

Margot Racat
IDRAC Business School, France, margot.racat@idrac-bs.fr

Varsha Jain
MICA, India, varsha.jain@micamail.in

Russell W. Belk
Schulich School of Business, rbelk@schulich.yorku.ca

Ian Phau
Curtain University, ian.phau@cbs.curtin.edu.au