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Publication
MX-FACIL: Uma framework XR de marketing para auxílio em campanhas imersivas de luxo
| Name: | Description: | Size: | Format: | |
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| 4.24 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A Realidade Estendida (XR), que combina Realidade Aumentada (AR), Realidade Virtual (VR) e Realidade Mista (MR), emergiu como uma ferramenta poderosa para a criação de experiências de marca imersivas. As marcas de luxo reconhecem que os clientes procuram mais do que apenas produtos; eles desejam uma viagem que pareça exclusiva, sofisticada e de alta classe.
Esta tese tem como objetivo estudar os avanços mais recentes nesta área para propor uma estrutura de marketing XR especificamente adaptada para marcas de luxo. Esta estrutura (MX-FACIL) ajudará as marcas a escolher a tecnologia certa, permitindo-lhes transcender as abordagens tradicionais de marketing e oferecer compromissos experienciais cativantes à sua clientela exigente.
A framework proposta foi avaliada e validada por profissionais que trabalham com tecnologias XR. A framework foi validada através da criação de um focus group, onde foram realizados questionários, e as respostas recolhidas permitiram a sua otimização.
Extended Reality (XR), which combines Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR), has emerged as a transformative tool for creating immersive brand experiences. Luxury brands recognize that customers seek more than just products; they desire a journey that feels exclusive, sophisticated, and high-class. This thesis aims to study the most recent advances in this field to propose an XR marketing framework tailored to luxury brands. This framework, called MX-FACIL, will help brands choose the right technology, allowing them to transcend traditional marketing approaches and offer captivating, experiential engagements to their discerning clientele. The proposed framework was collaboratively evaluated and validated by XR technologies professionals. The framework was validated through a focus group, where questionnaires were carried out, and the collected answers enabled it to be optimized.
Extended Reality (XR), which combines Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR), has emerged as a transformative tool for creating immersive brand experiences. Luxury brands recognize that customers seek more than just products; they desire a journey that feels exclusive, sophisticated, and high-class. This thesis aims to study the most recent advances in this field to propose an XR marketing framework tailored to luxury brands. This framework, called MX-FACIL, will help brands choose the right technology, allowing them to transcend traditional marketing approaches and offer captivating, experiential engagements to their discerning clientele. The proposed framework was collaboratively evaluated and validated by XR technologies professionals. The framework was validated through a focus group, where questionnaires were carried out, and the collected answers enabled it to be optimized.
Description
Keywords
Marcas de luxo Realidade virtual Realidade aumentada Campanhas promocionais