EXTENDED REALITY APPLICATIONS IN BUSINESS COMMUNICATION AND DEVELOPMENT: UNVEILING FUTURE HORIZONS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i2.2024.5831Keywords:
Extended Reality (Xr), Communication, Commercials, Marketing and DevelopmentAbstract [English]
Extended Reality (XR) is an interactive communication technology. It helps in providing a physical representation of a virtual environment or things that the user can interact with, within the real-world scenario. Extended Reality is an umbrella term which encompasses Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR). The applications of XR helps the user to place virtual objects in the physical world to look for its suitability and opens doors for immersive interactions with the placed objects. It gives the user a sense of being a part of the digital world and immersive try-on experiences. In the context of business, integration of XR has completely changed various fields like customer engagement, product design, marketing, Global connection, and communication, etc. Through XR, it became easy for the business sectors to train their employees without risking cost or lives. Overall, XR as a cutting-edge technology has a great potential to bring enormous development in the field of business. In this paper, the researcher highlights the importance of implementing XR in business firms. Specifically, this paper emphasizes its role in business communication and commercials. It sheds light on the various benefits of using Extended Reality for the enhancement of businesses.
References
Britannica money. (2024, December 8). https://www.britannica.com/money/John-Wanamaker
Bekele, M. K., & Champion, E. (2019). Redefining mixed reality: User-Reality-Virtuality and virtual heritage perspectives. Proceedings of the International Conference on Computer-Aided Architectural Design Research in Asia, 2, 675–684. https://doi.org/10.52842/conf.caadria.2019.2.675 DOI: https://doi.org/10.52842/conf.caadria.2019.2.675
Chandukala, S. R., Reddy, K. S., & Tan, Y. C. (2022). How augmented reality can-and can't-help your brand. https://ink.library.smu.edu.sg/lkcsb_research/7026
Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of business research, 117, 284-289. https://doi.org/10.1016/j.jbusres.2020.06.008 DOI: https://doi.org/10.1016/j.jbusres.2020.06.008
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D., Gustafsson, A., Hinsch, C., Jebabli, I., . . . Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542 DOI: https://doi.org/10.1016/j.ijinfomgt.2022.102542
Glotzer, A. (2023). What is extended reality? Everything you need to know. Roundtable Learning.
HazMat. (2023, August 8). Immersive HazMat Virtual Reality Training | NIST. NIST. https://www.nist.gov/news-events/news/2023/08/immersive-hazmat-virtual-reality-training
Javornik, A. (2016). The mainstreaming of augmented reality: A brief history. Harvard Business Review (online version).
Johnson, P. (2022, March 21). 10 applications of extended reality. Rock Paper Reality. Retrieved https://rockpaperreality.com/insights/ar-use-cases/10-applications-of-extended-reality/
Lawrence J. Gitman, Carl Mcdaniel, Amit Shah, Monique Reece, Linda Koffel, Bethann Talsma, & James C. Hyatt. (2018). Introduction to Business. Rice University. https://assets.openstax.org/oscms-prodcms/media/documents/IntroductionToBusiness-OP_8D04gAa.pdf
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N., & Ahlemann, F. (2017). Digitalization: opportunity and challenge for the business and information systems engineering community. Business & Information Systems Engineering, 59(4), 301–308. https://doi.org/10.1007/s12599-017-0484-2 DOI: https://doi.org/10.1007/s12599-017-0484-2
Markaki, E. N., Sakas, D. P., & Chadjipantelis, T. (2013). Communication management in business. The latent power for career development. Procedia-Social and Behavioral Sciences, 73, 319-326. https://doi.org/10.1016/j.sbspro.2013.02.058 DOI: https://doi.org/10.1016/j.sbspro.2013.02.058
Mohapatra, S. & A Larsen and Toubro Group Company. (2020, March). Extended reality in Commerce - Reshaping the future. Mindtree.
Marr, B. (2021). The fascinating history and evolution of extended reality (xr)–covering ar, vr and mr.”.
Mann, S., Havens, J. C., Iorio, J., Yuan, Y., & Furness, T. (2018). All reality: values, taxonomy, and continuum, for virtual, augmented, eXtended/MiXed (X), Mediated (X, Y), and multimediated reality/intelligence. AWE 2018. Http: //wearcam.org/all.pdf
Nasr, R. S., & El-Deeb, S. (2023). Exploring mixed reality. In Advances in marketing, customer relationship management, and e-services book series (pp. 234–251). https://doi.org/10.4018/978-1-6684-8958-1.ch011 DOI: https://doi.org/10.4018/978-1-6684-8958-1.ch011
Rahal, A. (2021, September 15). 3 enterprise uses for virtual reality. CIO. https://www.techtarget.com/searchcio/post/3-enterprise-uses-for-virtual-reality#:~:text=For%20instance%2C%20oil%20companies%20BP,mistakes%20in%20a%20controlled%
Shenzhen iDisplay Technology Co.,Ltd. (2022, February 14). How is COVID-19 Impacting the Extended Reality (XR) Market? https://www.linkedin.com/pulse/how-covid-19-impacting-extended-reality-
Singla, K. (2023, March 28). What is extended reality technology, and how it is evolving the industryin2023?TimesofIndiaBlog. https://timesofindia.indiatimes.com/blogs/voices/what-is-extended-reality-technology-and-how-it-is-evolving-the-industry-in-2023.
Technologies, M. (2023, July 20). How virtual reality can change the real estate industry? MobileCoderz.
https://mobilecoderz.com/blog/virtual-reality-in-real-estate industry/#:~:text=By%20 simply%20using%20 VR%20 headsets,tours%3B%20 Guided%20and%20 Interactive%20 tours.
Vasarainen, M., Paavola, S., & Vetoshkina, L. (2021). A systematic literature review on extended reality: Virtual, augmented and mixed reality in working life. International Journal of Virtual Reality, 21(2), 1-28. https://doi.org/10.20870/IJVR.2021.21.2.4620 DOI: https://doi.org/10.20870/IJVR.2021.21.2.4620
Violanti, M.T. (2017). Business Communication. International Encyclopedia of Organisational Communication Wiley. https://doi.org/10.1002/9781118955567.wbieoc016 DOI: https://doi.org/10.1002/9781118955567.wbieoc016
ways your business can take benefits of mixed reality. (n.d.). EDIIIE. https://www.ediiie.com/blog/business-benefits-of-mixed-reality/#:~:text=With%20mixed%20reality%2C%20product%20marketing,associated%20with%20using%20the%20same
https://www.linkedin.com/pulse/how-covid-19-impacting-extended-reality-/
https://www.researchgate.net/publication/327758934_Virtual_Reality_for_Real_Estate_-_a_case_study
Van Dam, A., Forsberg, A. S., Laidlaw, D. H., LaViola, J. J., & Simpson, R. M. (2000). Immersive VR for scientific visualization: A progress report. IEEE Computer Graphics and Applications, 20(6), 26-52. https://doi.org/10.1109/38.888006 DOI: https://doi.org/10.1109/38.888006
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jerly. J, Dr. P. Sathya
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
