Immersive Experiences and Brand Equity: AR and VR as Engagement Tools for Gen Z in Art Studio Start-Ups

Authors

Helena F. Allman, University of West FloridaFollow
Erol Pala, University of West FloridaFollow
Hilmi A. Atadil, University of West FloridaFollow
Felicia N. Morgan, University of West FloridaFollow
Alison J. Green, University of West FloridaFollow
Qiulin Lu, University of South CarolinaFollow

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.

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