AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
The paper examines the distinct roles of virtual reality (VR), augmented reality (AR), and personal storytelling in influencing consumer-based brand equity. The work explores how VR-based art experiences enhance sensory and emotional engagement and how AR-based experiences increase interactivity and creative participation of Gen Z art studio patrons. The inclusion of the business owner’s personal story narrative is expected to strengthen perceived brand authenticity and emotional connection. From a theoretical perspective, this work will extend experiential marketing theory by showing how immersive technologies and authentic narratives shape consumer experiences, particularly for Generation Z consumers. From a managerial standpoint, the study will offer guidance for creative entrepreneurs and small service businesses by showing how XR technologies and personal storytelling can be strategically used to enhance engagement, authenticity, and brand equity in competitive markets.
Copyright
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DOI
10.20429/amtp.2026.1
Recommended Citation
Allman, Helena F.; Pala, Erol; Atadil, Hilmi A.; Morgan, Felicia N.; Green, Alison J.; and Lu, Qiulin, "Immersive Experiences and Brand Equity: AR and VR as Engagement Tools for Gen Z in Art Studio Start-Ups" (2026). AMTP Proceedings 2026. 1.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/1
