The Influence of Virtual Reality (VR) and Augmented Reality (AR) Technologies on Global Brands in Transforming Global Marketing

Call for Papers

The Influence of Virtual Reality (VR) and Augmented Reality (AR) Technologies on Global Brands in Transforming Global Marketing

Journal: Journal of Global Marketing

Publisher: Taylor & Francis

Submission deadline: 31 july 2026

This special issue explores how VR and AR are reshaping global marketing by changing customer experience, brand storytelling, consumer decision-making, and cross-cultural engagement. It focuses on how immersive technologies can help global brands create richer, more interactive, and more culturally relevant promotional campaigns across international markets.

The call highlights both opportunities and tensions: VR and AR can strengthen engagement, personalization, and product visualization, but adoption also varies by culture, digital literacy, privacy concerns, and market context. It especially welcomes work on how immersive advertising performs in individualistic versus collectivist cultures, how it influences purchase behavior, and how it can support brand narratives in diverse global settings.

Special Issue Editors

• Nirma Jayawardena, University of Bradford, UK.

• Prakash Singh, Saudi Electronic University, Saudi Arabia.

• Demetris Vrontis, University of Nicosia, Cyprus.

Scope

The special issue invites research on AR/VR platform readiness, global marketing campaigns, customer experience management, immersive advertisements, consumer behavior, brand storytelling, and cross-cultural or regional decision-making. It also encourages studies on how AR/VR content interacts with individualism and collectivism, and how immersive technologies shape loyalty, trust, and interpersonal values across markets.

Submission details

The manuscript deadline listed for this special issue is 30 April 2026, and the review process is rolling. Authors should follow the Journal of Global Marketing’s instructions for authors and select the special issue during submission.

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