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A Guide For Using VR, AR Technology in Foreign Markets
- Global businesses are leveraging AR and VR to engage consumers worldwide, but success varies by cultural context.
- Culture plays a significant role in how consumers interact with extended reality (XR) technologies.
- The liability of foreignness (LOF) poses challenges for foreign companies in global markets, particularly in immersive technologies.
- Studies in South Korea show that LOF exists for foreign firms using XR innovations.
- Cultural mismatches hinder foreign brands in creating engaging XR experiences compared to local brands.
- New brands or products face less LOF, as consumers are more focused on the novelty of the experience.
- Companies can mitigate LOF by investing in local marketing platforms that foster direct connections with customers.
- Recommendations include understanding local culture, choosing XR technology wisely, leveraging newness, and building brand communities.
- While XR can enhance brand performance, using it incorrectly can harm brand perception more than not using it at all.
- Adapting XR strategies to fit different markets is crucial for global success, as not all approaches work uniformly across cultures.
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