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Keywords: Immersive theatre
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (7): 963–983.
Published: 27 October 2025
...Kaidong Yu; Yixing Li Purpose This conceptual article develops a dramaturgical framework to explain how immersive experiences in interactive marketing foster deeper consumer engagement. By integrating insights from immersive theatre and consumer psychology, the model links experiential design...
