When immersive technologies drive service brand outcomes: the role of episodic future thinking

Baiwir, Lisa; Dessart, Laurence; Delcourt, Cécile

doi:10.1108/jstp-10-2024-0351

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When immersive technologies drive service brand outcomes: the role of episodic future thinking

Baiwir, Lisa; Dessart, Laurence; Delcourt, Cécile

2025 • In Journal of Service Theory and Practice

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https://hdl.handle.net/2268/331469

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10.1108/jstp-10-2024-0351

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Keywords :

Immersive technologies; 360° videos; Episodic future thinking; Imagined service experience; Service brand outcomes; Structural equation modelling

Abstract :

[en] PurposeUsing the stimulus-organism-response (S-O-R) theory, this paper investigates the impact of an immersive experience with a service brand (stimulus) on consumer attitudes and intentions (response) by understanding the mediating role of episodic future thinking (organism).Design/methodology/approachWe used structural equation modeling to analyze the responses of participants who were exposed to an online questionnaire showcasing a 360° video of a destination brand.FindingsEpisodic future thinking mediates the relationship between immersive technology characteristics (i.e. vividness and presence) and consumer attitudes and intentions toward a service brand. Specifically, vividness induces the simulation of vivid images in consumers’ minds, while a sense of presence enhances anticipated satisfaction with the imagined service brand experience.Research limitations/implicationsThese findings contribute to a better understanding of the psychological mechanisms explaining the formation of service brand attitudes and intentions elicited by immersive technologies.Practical implicationsWe offer recommendations for businesses to enhance the vividness and presence achieved with accessible immersive technologies such as 360° videos.Social implicationsThe ability of immersive technologies such as 360° videos to foster episodic future thinking offers valuable applications in transformative contexts such as healthcare, education or psychological well-being.Originality/valueThis research strengthens the emerging idea that mental time travel experiences are inherent to the service experience, especially because consumers re-enact service brand stimuli when projecting themselves in imagined interactions with the service experience.

Disciplines :

Marketing

Author, co-author :

Baiwir, Lisa ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing

Dessart, Laurence ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique

Delcourt, Cécile ; Université de Liège - ULiège > HEC Liège Research > HEC Liège Research: Strategic Marketing Innovation

Language :

English

Title :

When immersive technologies drive service brand outcomes: the role of episodic future thinking

Publication date :

May 2025

Journal title :

Journal of Service Theory and Practice

ISSN :

2055-6225

Publisher :

Emerald

Peer reviewed :

Peer Reviewed verified by ORBi

Additional URL :

https://www.emerald.com/insight/content/doi/10.1108/JSTP-10-2024-0351/full/xml

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since 08 May 2025

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