Sharma, Suraj; Sane, Ajit Chandrakant; Behare, Nitesh; … - In: The Strategic Evolution From Omnichannel to Metachannel …, (pp. 377-420). 2026
As marketing rapidly evolves through immersive technologies such as XR, AR, and the Metaverse, it introduces new dimensions of engagement—along with unprecedented privacy and security challenges. This chapter examines how immersive marketing collects biometric, behavioral, and spatial data,...