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Modell der integrierten Kommunikationsdramaturgie - Maximales Markenerlebnis durch den Einsatz von Virtual und Augmented Reality in der Live Communication

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  • Gabriel, Katharina
  • Kästner, Evelyn

Abstract

Neben der Live Communication bieten digitale Technologien wie Virtual und Augmented Reality für Marken neue Wege einer erlebnisorientierten Kommunikation. Der vorliegende Beitrag erläutert relevante Einflussfaktoren für eine Symbiose von High Touch und High Tech und entwickelt ein Modell der integrierten Kommunikationsdramaturgie als Leitfaden für die Praxis.

Suggested Citation

  • Gabriel, Katharina & Kästner, Evelyn, 2018. "Modell der integrierten Kommunikationsdramaturgie - Maximales Markenerlebnis durch den Einsatz von Virtual und Augmented Reality in der Live Communication," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(1), pages 12-19.
    • Handle: RePEc:zbw:hsgmrs:275954
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    References listed on IDEAS

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    1. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
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