Chapter 10: Immersive Wellness via Digital Marketing: A Gen Z Perspective

In digital marketing perspective, this chapter looks at how immersive technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) improve brand experiences among Gen Z engagement. It seeks to offer guidance on how to use these resources to successfully engage Gen Z customers. A concentrated investigation into incorporating wellness into digital marketing tactics is required due to Gen Z’s preference for immersive digital experiences. VR, AR, and AI improve brand interactions on both a sensory and behavioural level, which encourages Gen Z customers to engage. It is essential to comprehend the preferences of Gen Z in order to create marketing strategies that effectively encourage well-being in immersive digital environments. This conceptual study used a thorough literature review and theoretical integration to clearly illustrate how digital marketing strategies are improving immersive wellness experiences. The secondary data assisted in identifying various facets of immersive wellness. The Experience Economy and the Self-Determination Theory (SDT) are used in this chapter to explain the psychological underpinnings of Gen Z’s engagement with immersive wellness marketing. By using digital marketing to create immersive, customised, and interactive environments, wellness firms can meet Gen Z’s need for involvement and authenticity. Addressing ethical concerns and safeguarding data privacy are essential for maintaining trust and promoting ongoing participation. This chapter will help marketers and practitioners to comprehend the significance of digital marketing in targeting Gen Z and their adoption of cutting-edge technology from a worldwide standpoint. The study will also help manufacturers of these technologies to better serve Gen Z.