The future of extended reality applications in producing digital Marketing activities for service organizations.

This study aimed to identify the technologies that service organizations rely on in the context of their employment of extended reality applications in marketing for their services, monitor the advantages of this employment, as well as identify the challenges facing the employment of these applications in producing digital marketing activities for service organizations.
The study used the technological acceptance model to integrate the essential components needed to assess the future effects of incorporating XR apps into marketing efforts.
This study is considered a forward-looking study as it seeks to monitor the future of employing extended reality applications in producing digital marketing activities for service organizations. The survey method was relied upon in its descriptive approach by conducting a group of structured interviews with a sample of academic experts.
15 marketing, PR, and communication academics were interviewed in a systematic format.

Key findings of the study include:
 The potential for new communication and marketing channels by using extended reality apps in marketing operations. Service organizations may better understand consumer wants and uniquely communicate marketing messages by employing these channels.
 However, extended reality applications may be costly for many organizations. These apps need considerable financial commitments to create and run. Thus, service organizations may struggle to dedicate key resources to application development and maintenance.
 Any organization must keep up with technical advances, market trends, and consumer preferences to keep extended reality applications valuable, help achieve goals, establish a favorable brand image, and attract customers and partners.