Immersive Commerce: Investigating the Role of Extended Reality (XR) in Shaping Branding and Marketing Strategies for Youth Engagement in e-Commerce

The shift from transactional to experiential digital commerce has accelerated with advances in Extended Reality (XR) technology. Major retailers, and particularly luxury brands, are increasingly exploring XR-based platforms to create engaging customer journeys. However, current research into how these immersive technologies affect branding, particularly among youth markets, is still in its early stages.

This project will address that niche area by analysing how immersive and interactive technologies shape emotional and behavioural responses to branded experiences, a key insight for future marketing strategies. As the Gen Z cohort becomes the dominant consumer group, understanding their interaction with these technologies becomes both a commercial imperative and a research priority.

The project aims to investigate how Virtual Reality (VR), as part of the broader Extended Reality (XR) spectrum, can transform branding and marketing strategies in e-Commerce, with a particular emphasis on engagement and market penetration among Gen Z and Millennials. As digital-native consumers demand more personalised, interactive experiences, this research will explore how immersive VR environments, such as gamified shopping spaces and virtual showrooms, can shape consumer perception, trust, and brand loyalty.

Employing a mixed-methods approach that includes user testing, behavioural analytics, and qualitative interviews, the project will produce a strategic framework for brands and digital marketers. Outcomes will directly inform both academic theory and real-world practice by evaluating how VR user experience (UX) could be used ethically and effectively to connect with young consumers in a saturated online marketplace.

The project aligns with current priorities in digital innovation, immersive technologies, user experience and future consumer markets.

Academic Qualifications

A first degree (at least a 2:1) ideally in subjects related to Creative Technologies (VR/AR/MR) computing, product design, with a good fundamental knowledge of UI/UX prototyping, user evaluation methods and data analysis.

English Language Requirement

IELTS score must be at least 6.5 (with not less than 6.0 in each of the four components). Other equivalent qualifications will be accepted. See the University webpage: https://www.napier.ac.uk/study-with-us/international-students/english-language/english-language-requirements

Essential attributes

· Experience of fundamental: (a) VR application development, (b) user interface design and (C) user experience design

· Competent in: (a) programming (e.g. Unreal, C#), (b) 3D asset development and integration, and (c) usability evaluation

· Knowledge of: immersive technologies in e-commerce, HCI principles, and user-centred design

· Good written and oral communication skills

· Strong motivation, with evidence of independent research skills relevant to the project

. Good time management

Desirable attributes

· Experience working with medium-large brands

· Familiarity with user experience data collection methods

· Interest in branding, e-business and digital marketing

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Deadlines & timescale: Our standard entry times for research degrees are October and March, but you can make your application at any time and it will be considered for the next available intake, in this case: apply by 30 November for potential entry on 1 March 2026, and by 31 May for potential entry on 1 October 2026.