| dc.description.abstract | The evolution of technology over the years has brought very important functions and practices to the way the market operates. The advertising industry is constantly changing and adapting to the new data with the use of important digital tools. Such tools are augmented reality (AR) and virtual reality (VR), which have the potential to offer much more stimuli and information to the consumer audience by connecting the real and digital worlds (mixed reality). Advertising now uses social media as a key promotional pillar, which brings significant advantages over traditional traditional practices, both for the companies that use them and for the consumer audience that receives the information and stimuli. The application of AR and VR technologies in the social media space causes several modifications in the way of operation and enhances the interaction and engagement of the public with brand names. To be successful, social media must build relationships with the buying public and one way they can do this is through storytelling and storytelling. Taking a more specific approach, in order to stimulate consumers' emotions more effectively, companies focus on emotional storytelling through which they can direct the public's thoughts and decisions about purchasing behaviour and brand appreciation. Advertisements through emotional storytelling and the use of AR and VR are reshaped and produce results quite efficiently, giving the consumer a unique experience both in the pre-purchase path and in the post-purchase path, where they develop emotions and connections with the brand name, even in 3D worlds | en_UK |
