An appraisal of immersive live experiences on digital engagement: A study of a tech product launch in Abuja, Nigeria
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- NGN 5000
Background of the Study:
Immersive live experiences have become critical in enhancing digital engagement during product launches, particularly in the technology sector. At tech product launches in Abuja, brands employ immersive elements such as virtual reality demonstrations, interactive displays, and live social media integrations to create dynamic and engaging environments (Ibrahim, 2023). These experiences encourage audiences to interact with the product in real time, generating substantial online buzz and user-generated content. The fusion of live events with digital platforms allows for immediate feedback and widespread sharing, resulting in elevated digital engagement metrics such as likes, shares, and comments. By delivering a multi-sensory experience, companies can capture the attention of tech-savvy consumers and foster a deeper emotional connection with the product. This study appraises the impact of immersive live experiences on digital engagement during a tech product launch in Abuja, investigating the strategies that drive online participation and amplify brand visibility (Adebola, 2024).
Statement of the Problem
Despite the growing trend of integrating immersive live experiences with digital engagement strategies, there is limited empirical research on their direct impact during tech product launches in Abuja. Marketers face difficulties in quantifying the effect of immersive elements on digital engagement and determining which aspects are most influential in driving consumer interaction online. The lack of standardized metrics to evaluate digital engagement further complicates strategic planning and resource allocation. This study seeks to address these challenges by assessing the role of immersive live experiences in boosting digital engagement, thereby providing actionable insights for optimizing future product launches (Chinwe, 2023).
Objectives of the Study
To evaluate the impact of immersive live experiences on digital engagement during tech product launches.
To identify key immersive elements that drive online participation.
To assess the correlation between digital engagement metrics and brand visibility.
Research Questions
How do immersive live experiences influence digital engagement during tech product launches in Abuja?
Which immersive elements most effectively drive online consumer participation?
What is the relationship between digital engagement and overall brand visibility?
Significance of the Study
This study provides essential insights into the effectiveness of immersive live experiences in enhancing digital engagement. The findings will guide tech marketers in refining their product launch strategies, ensuring that immersive elements translate into measurable online interactions and improved brand awareness (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to examining immersive live experiences on digital engagement during a tech product launch in Abuja, Nigeria, and does not extend to other event formats or locations.
Definitions of Terms
Immersive Live Experiences: Real-time, interactive experiences designed to engage audiences through multiple sensory channels.
Digital Engagement: Interaction and participation on digital platforms, measured by online metrics.
Tech Product Launch: An event designed to introduce a new technology product to the market, often integrating immersive elements.
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