Immersive Media in Brand Communication: A Conceptual Review and Theoretical Perspective.

Immersive media encompassing virtual reality (VR), augmentedreality (AR), mixed reality (MR), and 360-degree video is reshaping brandcommunication by fostering interactive and multisensory consumerengagement. This paper provides a conceptual review that integratestheoretical perspectives with industry case studies to analyze how thesetechnologies influence branding strategies. A conceptual framework isintroduced in which immersive media trigger psychological mechanisms suchas presence, flow, and personalization, thereby shaping cognitive andemotional processes that enhance consumer engagement, memory, loyalty,and purchase intent. The study offers strategic insights into thetransformative role of immersive technologies in strengthening consumer-brand relationships and advancing the future of marketing communication.