The role of immersive storytelling in the formation of an emotional connection with the consumer

This scientific article examines the role of immersive storytelling in the formation of an emotional connection with the consumer. The analysis of immersive storytelling has shown that immersive storytelling is used in completely different fields of activity, the market of immersive technologies is rapidly developing and is used to improve the mass consumer experience. Immersive storytelling is able to introduce the user into a state of flow, which will increase his involvement in the process and emotional connection with the brand. Examples of the companies considered allow you to choose the appropriate format of interaction in immersive storytelling for different companies.