Volume 11 - Volume 11
Online Sensory Marketing: Developing Five-Dimensional Multi-Sensory Brand Experiences and its Effectiveness
Abstract
The online environment has long been a sensory interaction between a brand or product and its
consumers through visual imagery and sonic elements. While newer technologies have developed that
cater to a customer's more psychological need for haptics (touch), gestation, and olfaction, brands
have not explored its true potential. Immersions and other forms of Human-Computer interaction
have vastly developed and present scope for more than just a single sense for online consumers.
While brands are employing these multisensory interfaces (vs. single-sensory) in certain product
categories, it remains to be seen whether customers who unknowingly experience sensations online
want to adapt to it. Several product categories could find multisensory elements beneficial. This study
aims to delve deeper and understand the motivations of such behavior and identify the need for a
customer to engage all its senses beyond the traditional visuals and sound while interacting with
brands virtually for a more holistic experience. While external environmental factors such as
pandemics have resulted in the inevitable loss of physical touchpoints, the aim is to determine
whether sensory elements beyond images and sounds will benefit customer engagement.
Paper Details
PaperID: 2567
Author's Name: Shreya Kaushik and Nilesh Gokhale
Volume: Volume 11
Issues: Volume 11
Keywords: Gestation, Human-Computer, Multisensory Interfaces, Elements Beneficial, Environmental Factor.
Year: 2021
Month: August
Pages: 5375-5391