The ethical landscape of immersive marketing: virtual and augmented reality in advertising

Purpose In marketing, virtual reality (VR) and augmented reality (AR) provide innovative ways to connect with audiences, transforming traditional advertising into dynamic and engaging storytelling. The purpose of this study is to explore ethical considerations in VR and AR marketing, analyze risks and perceptions among marketers, and propose guidelines for responsible immersive advertising practices. Design/methodology/approach This qualitative study employs semi-structured interviews with marketers from Saudi Arabia and Pakistan in the tourism and hospitality industry. Thematic analysis is used to analyze data by using NVivo 14. Findings The study identifies significant privacy concerns, psychological impacts and data security risks in immersive advertising. Marketers emphasize transparency, consumer consent and ethical boundaries. Originality/value This study contributes novel insights into the ethical dimensions of VR and AR marketing in Saudi Arabia and Pakistan, exploring unique cultural perspectives and proposing practical guidelines for ethical advertising practices.